Ace Positioning Statement Examples and 5 Steps to Write Yours

One factor that is considered to substantially contribute to the normal and consistent operation of a business is the positioning statement. A brand positioning statement plays the role of tactical primer, keeping sales, marketing, and other departments working properly and aligning with the brand image. Moreover, it makes your product stand out from the crowd as it features your product's unique selling point (USP). If you are about to start off your business and haven't thought about this yet, don't despair, in this article, Smart Tribune will get you covered with top 6 inspiring positioning statement examples and:

• A brief explanation of the positioning statement; 
• Top 5 inspiring positioning statement examples;
• Excellent brand positioning statement template;
• A detailed guide to writing an on-point positioning statement;
• Everything you need to prepare for brand positioning creation;
• FAQs about brand positioning statements.

Feeling thrilled yet? Fasten your seatbelt and get this show on the road!

What is Positioning Statement?

Let's get the ball rolling with the definition of a positioning statement and the reason why it is integral to your business. 

Positioning Statement Definition 

Simply put, a positioning statement is a concise explanation of your product or service in how it can meet your target customer's need. This statement takes the center stage in shaping the way how your products or services should be marketed to your audiences. 

As the positioning statement is the core of the sustainable growth of a company, business owners send out this sort of branding message internally and train their staff accordingly. 

Why is Positioning Statement Important?

It would be totally a disaster if you provided a line of products or services that no one is willing to buy or use them. That's why positioning statements are an indispensable part of your business development plan since they somewhat form the vision for your brand. Let's take a closer look at some of their enormous advantages.

No one can ensure a resounding triumph when releasing a novel product without digging deep into the competition and fining tune the market fit. To generate a positioning statement, brand owners are supposed to draw up marketing and business plans, and simultaneously, determine the product's USP. With elaborate preparation, the product rollout has a higher chance to be successful. 

During the planning stage, you will have to arm yourself with a deep understanding of your product and how it satisfactorily solves your customer's problem to place the product in the right position within the market. That's when you can figure out your target customers who benefit the most from your goods or service. 

Now, you have a detailed plan of the brand development process and your target customer's traits to write a spot-on marketing positioning statement. These aforementioned factors will help you navigate, focus and give priority to specific aspects to turn your item into a cash cow. 

Get Inspired with 5 Striking Positioning Statement Examples

1. Google 

Google has a driving ambition to influence people with the usefulness and full accessibility to precise information. 

Being the world-leading search engine, Google desires to provide internet users with a huge reservoir of valuable insights and data. Beside Google Search, it also offers a myriad of services and products that satisfy human curiosity and boost productivity. They are Google Alert, Google News, Google Trends, Google APAC, Google Scholar, Google Maps and so on. 

2. Amazon

Amazon targets everyone that has the intention to discover and buy items online. 

This example of brand positioning statement may be a good example for prominent brands with large-scale investments. Therefore, if you are just dipping your toe in the water, you'd better draw out the target customer's portrait as detailed as possible.

3. Walmart

Walmart prioritises affordable prices and excellent customer service to make itself the leading retailer all around the globe. 

This scheme ensures that customers with different financial statuses can approach Walmart's products without any budgetary barriers.  

4. Coca Cola

This juggernaut in the beverage industry defines itself as one-of-a-kind drinking that can bring to the table enjoyment, refreshment and togetherness. 

The positioning statement of Coca-cola emphasises the positive emotion that each can of coke offers the customers. Any media publications that follow this strategy immediately grab the attention of friend and family groups. 

5. Apple

The positioning statement of Apple leans towards tech-savvy and how Apple applies state-of-the-art inventions to tech users' lives. 

Apple has gained spectacular success in diverse lines of products of mobile phones, laptops, tablets, smartwatches, PC and correspondence operating systems. Apple currently possesses the largest portion of mobile and tablet market share thanks to the advancement and ecosystem that it offers. 

Brand Positioning Statement Template to Craft

After checking several brand positioning statements, now you can start crafting your own. Follow the template below to write an exceptional one: 

For [Your target customer], [Your brand name] offers [brand value] and [brand value]. [Your brand name] is proud of consistently delivering products that our customers can [end benefit]. Choose [Your brand name]’s products for guaranteed [core competency].

How to Write Brand Positioning Statement?

Positioning statement is not that complicated to write, yet you have to dig deeply into your brand. To get some prompts, please keep in mind the following step-by-step guide to write brand positioning statement.

1. Sketch positioning statement with visuals.

As a matter of fact, a positioning statement is just a plain paragraph of text; as a result, to add an interesting twist into the whole process, you can visualise the positioning statement on a mindmap or blank A4-sized paper. 

You can kick off the process by drawing up your target customer demographic first. Then imagine when the prospects call for help from your products. 

By taking baby steps, you will find the process of writing a positioning statement less tricky. 

2. Make sure it is concise

In order to maximise the brand credibility and conciseness, brand owners should stick to the brand value only. It will be best if the employer can keep the positioning statement in less than 5 sentences.

Your positioning statement may appear less realistic if you go overboard. 

3. Underline the differentiation factor

A plethora of products and services are floating out there; so, focusing on the unique selling points will be the key to success. Simultaneously, you should clarify how your items solve customers' problems better than your competitors. 

Elaboration on what you can offer helps customers to seamlessly imagine their experience with the products and the satisfaction that they can derive. 

4. Add the brand's offering

Customers tend to care more about themselves than anything else. This fact can be beneficial if you can explain how your product can help your buyers overcome their obstacles. 

Just include the answers to the following questions, then you are good to go.

• Who will use your product?
• What will you offer them?

This information can imprint the brand into your customers' minds since it can directly touch them and their pain points. 

5. Ask for feedback

A positioning statement can have a massive impact on the operation of your business. It can shape your market, determine your customer, orientate your staff, and align your marketing efforts. 

Consequently, you should consult other colleagues to collect more objective views toward your freshly-created positioning statement. After the reviewing stage, you can devote more time to modifying the positioning statement.

What to Prepare for Brand Positioning Statement Creation?

Before writing a unique positioning statement, ask yourself the following questions:

• Who are your target customers?
• How does your product solve the target customer's problem?
• How do you position your product and brand value? 
• Why do you want to join the business?
• What differentiates you from your competitors? 

Those five questions help you determine:

• Target audience
• Market category
• Customer pain points
• Brand promise
• Brand identity

Let's check out these core elements one by one:

Target audience

Target audience or target customer is the one who seems to benefit from your product or service the most. The clearer your target customer's trait you can develop, the more effective your approach is. The reason is that each demographic possesses different characteristics, behavioural patterns and preferences, which directly affect how brand owners should educate them. 

One of the most potent tactics to determine your target customer is to create a killing buyer journey map. If you haven't got the foggiest ideas about this, here come several articles that can equip you with a full gamut of client journey:

• Understanding the 8 steps of the customer journey
• The ins and outs of customer journey touchpoints

Market category

Basically, the market category provides you with a crystal clear picture of the competition, in which you choose a facet to enter. It is advisable that you should either join the fray of the untapped market category or seek a subcategory to which competitors don't pay much attention to avoid fierce rivalry. 

Avoiding a saturated market and being more focused on a small market category will set you apart from competitors. 

Customer pain points

Any products or services are designed to satisfy customers' needs. In other terms, they solve customers' problems and ease customers' pains. Sketching out what you can offer and how it can meet target consumers' demands makes your product profitable. 

Brand promise

Brand promise also has a role to play in your positioning statement as it is what value your customer expects to obtain from your brand. Your brand value will increase if your company can deliver exactly what is promised. 

Brand identity

Brand identity is what makes you different from your rivals. Brand identity can be recognised through logo, slogan, motto or tone of voice or brand characteristics. A strong brand identity can keep your brand top of the shopper's mind and ensure customer loyalty, hence, rev your sales revenue. 

Nailing your positioning statement in a short time might be rocket science, so you can break it into 5 core elements and deal with them separately. 

FAQs about Positioning Statement

1. What is the difference between positioning statement vs. mission statement?

While a positioning statement influences how a customer perceives the brand, a mission statement shapes internal communication within a brand. 

2. What is the difference between value proposition vs. positioning statement?

Value proposition reflects your product or service's features and benefits while positioning statement highlights your brand value. 

3. What is a good positioning statement?

A good positioning statement should show the experience and value that a brand wants to deliver to its customers. At the same time, the positioning statement should lead the company to fulfil the brand promise. 

4. What are the five basic elements of a positioning statement?

Five core elements of a positioning statement that every brand should pay attention to are target customer, market category, customer pains, brand promise and brand identity. 

Bottom Line

Starting up and growing a company is an excessively challenging task; therefore, to maintain profit, consistency yet brand identity and brand trust, store owners should roll out a clear brand positioning statement right at the nascent stage. Smart Tribune hopes with the provision of positioning statement examples of some giants in the industries, you can get inspired and write a spot-on positioning statement. 

Should any questions arise, please contact us. In case you are looking for an elevation in customer self-service on your site, give Smart Bot a shot. We will knock your socks off with a robust AI-powered chatbot that can noticeably improve customer service and retention.