Making sure every touchpoint — from content to sales — remains on-brand is essential. But when you have seemingly limitless decisions to make regarding a new product, marketing campaign, or anything else related to your business, it can be difficult to keep all the moving parts properly aligned. That's where a brand positioning statement comes into play. A brand positioning statement is a helpful point of reference whenever you need to make decisions about strategy, marketing campaigns or products. A brand positioning statement is a short and concise description that sums up your brand. It includes:.
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A brand positioning statement is a concise internal description of what you want your brand to stand for in the minds of your target. A brand positioning statement is one of your measuring sticks. Without a positioning statement, it is nearly impossible for you to evaluate the effectiveness of your marketing materials. Attempting to measure the merits of creative through the lens of what you are trying to achieve can only happen if you understand what you are trying to achieve. To target audience Product X is the only frame of reference that benefits delivered because reasons to believe. For local and international travelers, AirBNB is the only booking website that connects you to unique experiences all over the world because we offer the largest selection, most diverse, top-rated and personalized places to stay. Here are some other examples of brand positioning statements.
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What is a brand positioning statement? A positioning statement expresses the essence of a brand with precision. This persuasive one-line statement is internal-facing, designed to guide the business forward in a purposeful way. A brand positioning statement is the beating heart of the brand, capturing the reason the business exists and the legacy the brand aspires to be remembered for. Seems like we have more channels than we know what to do with, a massive bouquet of messaging tactics we lug around every day as we woo our audience.