brand positioning

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For better marketing results and happier customers, you need to have a fully realized brand positioning strategy.

This means having a clear and well-defined understanding of who your target audience is, what they want in a product or service that you provide, and how they feel about your company.

It also means understanding the customer’s perspective on what the brand stands for. These are all part of a brand positioning strategy.

What Is Brand Positioning?

Positioning is a core marketing strategy used to position your company and the products or services it has to the market.

Companies use position strategies to represent their products so that customers will know what they are getting when they make a purchase.

Positioning strategies usually fall into one of two categories:

  • Product positioning
  • Brand positioning

Product positioning involves making sure your product stands out from other competitors’ offerings by providing excellent quality, value, performance, and design.

Marketers use this strategy when they want to craft a product that customers are attracted to.

The Brand Position Strategy

Brand positioning involves making sure your company’s brand stands out from all others by describing who you are as a company.

This allows customers to know what they will get when they buy your product or service.

Marketers use brand positioning when they want to make sure customers understand the values, benefits, and industry expertise of their business.

The Brand Positioning Statement

The brand positioning statement is the foundation of a company’s brand. It creates an emotional attachment with customers and influences their purchasing decisions.

Positioning is what helps customers separate your business from others, and gives you the opportunity to stand out from competitors.

According to How to Become a Marketing Superstar by Jeffrey J Fox, it’s important that companies align their position with who they are and where they want to go in the market. Building a brand positioning statement helps achieve this.

If your company is just starting out, one of the first things you’ll have to do is create a brand positioning statement.

The statement needs to be simple and clear and needs to have the right amount of detail. It should be written in a way that it aligns with your company’s mission, vision, and objectives.

Where Do You Start?

One of the first steps in your quest to build a brand positioning statement is to conduct a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis. This helps you determine your company’s strengths and weaknesses.

Another important step is to decide what positioning attributes will help support your brand positioning statement.

This doesn’t have to be something that you decide. It can be as simple as drawing up a list of attributes you want customers to associate with your business.

This will help you see what types of words, images, and terms customers associate with your brand before investing too much time into the final process.

Taking the time to do this research and planning will help reduce the risk of developing a brand positioning statement right off the bat.

This can be costly and slow down your ability to begin marketing in a more effective way.

Next, you need to determine what needs to be included in the statement.

This is where getting in touch with customers and conducting market research will help you develop a brand positioning statement.

You might want to ask them what they like and dislike about your products, or how they feel about your company as a whole.

You may also want to ask them what they think your company stands for, or what your brand means to them.

By doing this, you can determine where you are strong and where there is room for improvement.

You can also see if customers are responding the way you want them to in order to make any adjustments as necessary.

It’s important that you use a variety of different methods when conducting market research for your brand positioning statement such as:

  1. Branding Research
  2. Quantitative Research
  3. Qualitative Research
  4. Ethnographic Research

Branding research can be broken down into three main categories, including quantitative research, qualitative research, and ethnographic research.

Quantitative research involves using surveys and questionnaires to gather data and help determine what your customers like, dislike or feel about purchasing your product or service. It’s the most basic type of market research there is.

Qualitative research is more in-depth than its quantitative counterpart. It helps you gain a deeper understanding of how customers feel about your business.

You can use this information to develop a brand positioning statement, which will help you build the perfect marketing strategy.

Qualitative research is a lot more detached from market data because it involves observing and interacting with people in a way that more closely resembles their real lives.

In other words, you’re able to see how customers act in their natural environments, in order to help you understand what they like and dislike.

Ethnographic market research is the most in-depth type of research.

It involves spending a lot of time with your target customers in the places where they like to hang out and talk about the things that matter most to them.

You want to observe them while they go about living their normal lives so that you can get a better understanding of their needs, priorities, and desires.

How to Execute a Brand Position Statement

Once you’ve gathered all of the information you need, it’s time to build your brand positioning statement.

This should be short and concise, and reveal how your business separates itself from others. There are a few ways to do this.

One suggestion is to focus on just one attribute that is most important to you or your customers.

Another option involves developing a core positioning statement that ties directly into the mission statement of your company.

This will help you keep your brand and positioning consistent and help locate any gaps in your marketing strategy.

Once you have developed your brand positioning statement, you need to begin marketing in the most effective way possible to generate the right kind of exposure in the right places.

It’s important that all of your marketing efforts align with your company’s mission statement and brand positioning. Connecting these two together will create a much stronger organization.

Another important thing to consider is how your brand positioning statement will work in different marketing channels.

A brand positioning statement should be simple enough that it can support all of your company’s marketing efforts.

It should also be consistent with the area where you plan on spending more of your marketing budget.

Brand positioning is vital to the success of any business, especially when it comes to online sales.

When you have a brand positioning statement that is simple, professional and relevant, customers will be more likely to buy what you’re selling.

The 5 E’s of Branding

Whether you’re a small business or a large corporation, you know that having a strong brand positioning is a must-have in order to effectively market your product or service online.

You also know that it can be difficult to come up with the perfect statement that reveals how you set yourself apart from the rest of your competition.

This is where the 5 E’s of branding come in. Let’s find out what these are and how you can use them to develop a brand positioning statement that will help your business stand out from the crowd.

1. Engagement

This refers to the connection you have with your customers through your marketing efforts. In order to effectively create a strong brand positioning, you need to create a connection between your company and your target customers.

This is not an easy thing to do, but it can be done if you take time to develop that relationship over time.

You do this by listening and responding to customer emails on a regular basis, or taking the time to conduct market research that will help you better understand their needs and wants.

2. Exchange

The second E refers to the sales process and the products or services that are exchanged.

This is a crucial role for branding research because it can help you determine what sets your company apart from others.

It also makes it easier for customers to make purchasing decisions when they understand what sets you apart from your competition.

3. Emotion

Your brand positioning statement should reflect the emotion behind each product or service that you offer, and how your customers feel about what you have to offer.

This is where you define how your product or service can help your customers and how it can provide a positive experience.

4. Experience

The fourth E refers to the way that customers see themselves in the future, or what it’s like for them to engage with your brand.

This is a very important thing to consider because it shows customers that you’re business will continue to be beneficial over time and will improve their lives as well.


The last one is the most important element in your brand positioning statement.

This part shows customers just exactly what it is that you do and how you differentiate yourself from competitors.

This part should tie into your mission statement and how you want to make a difference in the world.

Once you have this information, you can begin to craft and refine your brand positioning statement until it’s ready for prime-time marketing.

How to Write a Brand Positioning Statement?

If your brand positioning statement is crafted properly, you’ll know it when you see it.

Writing a brand positioning statement has many steps, and it can be a difficult task.

However, if you take the time to do it correctly and spend the extra effort to get it right, you’ll be much better off.

That’s because your brand positioning statement will help guide every marketing decision that you make for your business.

Below are a few steps that will help you to create an effective brand positioning statement.

Step #1: Research Your Market

The first thing you need to do is conduct market research. You do this by taking time to study your competitors and finding out what they are doing in order to get ahead of the market.

You can find a lot of information about your competitors in online directories and other sources of marketing information.

Once you have this type of data, you can use it to craft your brand positioning statement.

Step #2: Find Your Voice

Finding your voice is one of the most challenging things about creating a strong brand positioning statement.

You will have to strike a balance between words that appeal to the masses and words that are perfectly tailored for your target customers.

This can become tricky, but if you do it correctly, you’ll be able to craft an effective brand positioning statement.

Step #3: Create Your Mission Statement

If you take the time to create a mission statement, then you’ll be able to use it to craft your brand positioning statement.

You can use this mission statement as a guide to help you come up with the right words that will match your business goals and help you stand out from competitors.

Take your time and create an effective mission statement that will work with your brand positioning statement.

Step #4: Define Your Core Values

Your core values are the things that you stand for, and they should be woven into your brand positioning statement.

You can do this by taking the time to understand your primary competitors and their products, then coming up with a list of core values that you have.

The more you understand your competition, the better able you will be to craft an effective brand positioning statement.

Step #5: Come Up With the Big Issues

Finally, you will want to come up with the big issues that you want to address in your brand positioning statement.

You will want to consider how your brand positioning statement will help your customers and what it will do for them over time.

Take time to craft a strong brand positioning statement that works for your business and that can help you stand out from the rest of your competition.

Once you have the right words assembled, you can create an effective brand positioning statement that will help your business stand out from the crowd.

Various Examples of Brand Positioning Statement

Look around you, and you will see some pretty amazing brands. They all have something different to offer. They have distinct personalities.

Some are extra friendly, while others are more mysterious, but each of them is unique in its own way.

You could be the next one to create an incredible brand positioning statement that has people talking about your brand for years to come.

With the right words, you can craft a strong and memorable brand positioning statement that can impact your bottom line in a major way.


Coca-Cola has one of the strongest brand positioning statemtn statements in the world. It is the second-most recognized brand in the world, and it’s been around since 1886.

This can be attributed to the catchy tagline of “It’s The Real Thing”. The main idea behind this tagline is that Coca-Cola is the real thing and better than every other soft drink on the market.

The idea behind this statement is that Coke tastes better because there are no artificial ingredients in it. It also works to differentiate Coca-Cola from other competitors.


The way that Microsoft has crafted their brand positioning statement can be seen in their tagline, “Your Potential, Our Passion”.

This tagline has been around since the early 1980s. The main ideas behind this statement are that Microsoft is a company that is passionate about technology and providing it for others.

These ideas go hand in hand with their brand positioning statement.


Nike has had a lot of success building its brand positioning statement. They have been able to create a powerful one that drives the motivation and reason behind their product.

The tagline of “Dare to be Different” is what Nike uses as its brand positioning statement.

Besides, the “Just Do It” slogan has been constantly used to drive motivation and inspiration, this tagline is seen on all of their marketing materials and products.

It is such a strong statement because it lets people know that running shoes are designed for those who want to be different and make a change for the better.


Apple has one of the best brand positioning statements in the business. They have a distinctive and powerful brand that is seen all over the world.

People love Apple because they are different and stand out from competitors.

Their tagline of “Think Different” is based on their unique brand positioning statement. The main idea behind this line is that Apple provides the best when it comes to technology.

It lets customers know that they can trust Apple when it comes to technology and that the company stands for a new kind of thinking about the future.

9 Things To Consider When Crafting Your Brand Positioning Statement

Be Clear

Your brand positioning should be clear, concise, and easy to understand. The best way to do this is by using action verbs that include the words you want to be known for.

For example, if you’re writing a brand positioning statement for your clothing line, you might say “We’re known for being the most durable and highest quality clothing line on the market.”

Be Realistic

A brand positioning statement shouldn’t be too aggressive and shouldn’t be unrealistic. You want to focus on what you can do for your customers, not what you could do for them.

Be Accurate

It’s important that you are accurate with your brand positioning statement because it will attract potential customers and help them understand what it is that you offer.

In other words, the message needs to be clear and concise so they know exactly what they’re getting when they buy from you.

Be Consistent

One of the best ways to forge a strong relationship with your customers is by being consistent.

The more you are able to prove yourself to be a reliable and trustworthy business, the more likely you are to attract repeat customers.

Be Unique

You need to have a unique positioning strategy because no one else will offer what you do.

This is an important way for you to stay ahead of the competition and build loyalty among your client base.

Be Actionable

A good brand positioning statement should not be overly wordy or vague in nature. It should also be specific.

For example, you might say “We help quality-conscious fashionistas understand what’s going on in the world today, and why they should make smart shopping decisions.”

Be Authentic

A brand positioning statement that is authentic and reflects the core values of your company will be more effective than one that’s fake or contrived.

Clients may be attracted to your brand initially, but they won’t stick around long term if they feel like they’re being fooled or cheated.

Be Simple

You want to make sure your brand positioning statement is brief and easy to understand.

The last thing you need are clients that have a hard time figuring out what you do, or what sets you apart from the competition.

Be Consistent

One of the best ways to forge a strong relationship with your customers is by being consistent.

The more you are able to prove yourself to be a reliable and trustworthy business, the more likely you are to attract repeat customers.

Final Thoughts

The 5 E’s of Brand Research will help you develop a brand positioning statement that will help your business stand out from the crowd.

It will set you apart from the competition and help you stand out from all the other businesses out there.

As you can see, each of these 5 E’s is important. You should take the time to understand each one and how it applies to your business so that you can establish a strong connection with your target customers.

Frequently Asked Questions

The Brand Positioning Statement is a list of all the things your business does, who it does them for, and why you do them. It’s an essay that sets you apart from all the other businesses out there that are competing for your same customer base. A good brand positioning statement will be clear, concise, and easy to understand.

If you want to establish yourself as a brand that people will love and trust, then you need to develop a strong brand positioning statement. A good brand positioning statement will help you gain exposure and build loyalty among your clients.

  1. Improve the Message. Your message should be clear and concise. You should be able to state what exactly it is that your company focuses on at a glance. Do people understand your brand? Is it clear why they should love what you offer?
  2. Add Value. Instead of posting generic, meaningless information on social media, use it to tell people more about your business and what you’re all about.
  3. Put Yourself in Your Client’s Shoes. Try to see things from your client’s point of view. How would you feel if you were struggling to understand what it is that someone does for a living? That’s how most people feel when they try to figure out your brand positioning statement.
  4. Create a Visual Brand Element. A good brand positioning statement is backed up by strong visuals, like the business logo and website landing page design. Having a visually appealing image will draw in potential customers and help you build strong relationships with your clients.
  5. Make Yourself Relevant. You want to be relevant to your target customers, but what does that mean, exactly? It means understanding who they are and what they need, and then providing them with this information in an easy-to-understand way.

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