Have you ever felt lost trying to explain the essence of your business or product to someone? No worries, we've got you covered. A branding tool that can help you with this challenge is a positioning statement. It's a bit like introducing your best friend to someone new and explaining why they're so amazing!
A positioning statement is an important part of establishing your business identity, as it sets the foundation for how people will view your brand and products. It can also impact news surrounding your business, customer relationships, and everything in between.
The thing is, positioning statements are written documents that need to communicate your goals clearly, which can be challenging! That's why we've prepared this article for you. We'll guide you through writing an effective and inspiring product positioning statement.
Creating an Impactful Product Positioning Statement in 6 Comprehensive Steps
Writing a positioning statement is like putting together puzzle pieces. The image doesn't appear until all pieces fit together just right. To help you complete this puzzle, we've detailed six comprehensive steps that will guide you through the process of crafting a powerful positioning statement that tells your product's unique story.
1. Brainstorm Ideas
Before you can create a masterpiece, you need raw materials to work with. Going back to our puzzle analogy, that would be the actual pieces of the puzzle. Dedicate time to brainstorming and gathering the building blocks needed to craft an unforgettable product positioning statement. Jot down every notion connected to your brand, whether related to tone, vision, or specific attributes.
To delve deeper into this creative exercise:
Set aside an hour or two where you let ideas flow unfiltered.
Take note of which concepts genuinely excite you while remaining open to surprising insights.
As patterns emerge from these thoughts, consider the audience they will resonate with most.
2. Know Your Customer
That brings us to our next tip. While constructing a product position statement, always remember who you are writing for - your customer. While positioning statements aren't always public-facing, they are always customer-focused.
Placing customers at the heart of your strategy ensures that even as aspects of your brand evolve over time, its central focus remains on serving their needs and desires.
Start by creating detailed customer personas – who are they? What are their pain points? What do they hope to gain by using your product? This exercise can unveil valuable insights on how best to position your product within their lives.
As you learn more about your customers' motivations and preferences, crafting a positioning statement tailored specifically for them becomes easier. Speaking directly to customers' needs translates into a product they can trust and use repeatedly.
3. Be Concise
When it comes to positioning statements, less is often more! Aim for simplicity and clarity in both structure and language. A concise, well-organized statement allows readers to quickly grasp the essence of what sets your product apart from the competition.
Begin by cutting out any unnecessary words or repetitive phrases that can clutter your message. Focus on translating complex ideas into digestible bites. Concentrate on creating a powerful impact with a few carefully chosen words.
Review your statement from the perspective of stakeholders encountering your brand for the first time. Ensure it captures their attention and maintains their interest throughout, leaving them with a compelling reason to be invested in your product.
4. Highlight the Business Qualities
As you connect puzzle pieces together, dedicate one section of your positioning statement to showcase distinct attributes that set you apart from competitors. Whether it's exceptional customer service or cutting-edge technology, make sure these qualities are prominently featured within your statement.
Analyze which standout features have given customers positive experiences in the past. What's worked for you before? Consider incorporating these elements into the narrative so readers are instantly drawn toward what makes you unique.
Furthermore, stay ahead of market trends and use feedback loops to continually improve on these traits highlighted earlier. As industry landscapes shift over time, your positioning remains robust by adapting to customer demands while staying true to core values.
5. Remember Your Business Values
As many entrepreneurs can attest, building a business involves countless hours of hard work and dedication toward a shared vision. Don't let those efforts go unnoticed! Integrate these fundamental values into each section discussing specific features or benefits offered by your product or service.
Reflecting deeply held convictions in every component of your positioning statement humanizes the business. It underscores what makes it unique, building customer trust and credibility.
6. Be Authentic
In today's competitive market landscape, authenticity is a highly sought-after connection point between consumers and brands. Celebrate the quirks and imperfections that set your business apart from others.
Strive for transparency in all communications. Tell readers where you excel while acknowledging areas of growth to create trust through vulnerability. Customers appreciate honest companies they can rely on through good times and bad.
7 Best and Amazing Positioning Statements
The best way to master this art is to look at product positioning statement examples from powerful brands. After all, these marketing titans have already done the hard work of honing their message and connecting with customers. Now, you can study their words and apply those same principles to the development of your own.
Here are seven amazing positioning statements from popular brands:
Most people know Coca-Cola, the world-famous beverage company with a rich history and countless loyal customers. They've been quenching the thirst of millions since 1886 with their wide range of delicious drinks.
Customer-centricity is at the core of their mission, and it's evident in their positioning statement, which reads something like this:
"For quality beverage seekers, Coca-Cola offers a wide range of the most refreshing options. Each creates a great experience for customers when they enjoy a Coca-Cola brand drink. Unlike other beverage options, Coca-Cola products inspire happiness and make a positive difference in customers' lives, and the brand is intensely focused on the needs of consumers and customers."
Targets quality-conscious customers
Highlights their diverse product range
Emphasizes customer experience when enjoying their products
Presents itself as devoted to customer satisfaction
Home to iconic characters like Mickey Mouse, Disney has been delighting families since its founding in 1923. As an industry leader in entertainment products – from movies to amusement parks – Disney has become synonymous with memorable experiences that can be enjoyed by all ages.
As such, their position statement would make a point to emphasize the brand's ability to create lasting memories for customers:
"Disney provides unique entertainment for consumers seeking magical experiences and memories. Disney leads the competition by providing every aspect of related products and services to the world and appealing to people of all ages."
Exclusive focus on creating magical memories for consumers
Covers in-depth aspects of entertainment services offered
Appeals effectively to audiences across different age groups
"For athletes in need of high-quality, fashionable athletic wear, Nike offers customers top-performing sports apparel and shoes made of the highest quality materials. Its products are the most advanced in the athletic apparel industry because of Nike's commitment to innovation and investment in the latest technologies."
Starting as an importer of Japanese running shoes, Nike quickly transformed itself into one of the leading manufacturers. Now, with its recognizable Swoosh logo and "Just Do It" slogan, Nike is a go-to brand for professional athletes worldwide. It only makes sense that their positioning statement should reflect this.
Caters specifically to athletes seeking style and performance
Showcases commitment to innovation and advanced materials
Marketing themselves as industry leaders
Apple is a global tech giant recognized for revolutionizing industries with its products like iPhone, iPad, Macintosh computers, etc. The company is known for its impeccable customer satisfaction rates when it comes to groundbreaking technology.
"For individuals who want the best personal computer or mobile device, Apple leads the technology industry with the most innovative products. Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet."
Appeals to technologically savvy consumers looking for cutting-edge devices
Shows dedication to research and development
Puts emphasis on environmental responsibility
Chipotle Mexican Grill was founded decades ago but grew in popularity as healthy and sustainable fast food became more in demand. The chain now offers burritos, tacos, and other southwestern cuisine for people on the go who want a nutritious meal that won't break the bank. The brand should thus highlight its dedication to fresh ingredients and a commitment to sustainability.
"Chipotle provides premium, real ingredients for customers looking for delicious food that's ethically sourced and freshly prepared. Chipotle's dedication to cultivating a better world by cutting out GMOs and providing responsibly raised food sets them apart in the food industry."
Promises fresh, high-quality ingredients
Emphasizes ethical sourcing and preparation
Demonstrates commitment to environmental and health considerations
People around the globe have been loving McDonald's since its inception in 1940. Although most people already know what McDonald's is all about, the brand will always be able to emphasize its pioneering spirit. In fact, it revolutionized fast food as we know it with convenience and affordability.
"McDonald's is a leader in the fast-food industry, with quick, friendly service and consistency across thousands of convenient locations. McDonald's' dedication to improving operations and customer satisfaction sets it apart from other fast-food restaurants."
Emphasizes speed of service
Focuses on consistency across locations
Stresses ongoing improvements
"Slack is the collaboration hub that brings the right people, information, and tools together to get work done. From Fortune 100 companies to corner markets, millions of people around the world use Slack to connect their teams, unify their systems, and drive their business forward."
Slack quickly has quickly become an essential communication tool for businesses worldwide. This platform was designed as an efficient solution to ineffective workplace email communication at Butterfield's gaming startup. It saw a boom in popularity and usage during the pandemic as more people began to work remotely, so highlighting its features is now more important than ever.
Highlights collaboration capabilities
Widens market appeal (Fortune 100 companies to corner stores)
Demonstrates user satisfaction by noting usage from millions globally
Master Product Positioning Statements with Maven Courses
If you're looking to elevate your brand positioning skills to the next level, Maven is your go-to resource. We offer a diverse range of courses focused on market positioning, equipping you with the knowledge and tools necessary to create compelling narratives that resonate with your target audience. Here are three fantastic courses Maven has in store for you:
Elevate Your Brand with Positioning That Drives Leads & Sales by Mark Evans on Maven
This insightful course by Mark Evans
is designed to help you position your brand more effectively in the market. Market positioning is one of the most important yet overlooked facets of marketing, as it helps to define the core message and target audience for your product.
Through concise lessons and valuable examples, Mark demonstrates how proper positioning can result in shorter sales cycles, increased conversion rates, and higher leads and sales. If growing revenue is your top priority, consider taking this course today.
Create unique positioning for your product by Tata May on Maven
For those who are just starting their journey into product development or planning to pivot their business strategy, Tata May's course
on creating unique product positioning is an unmissable resource.
By providing a clear framework for determining product features and adding value through distinct messaging, Tata May ensures that early-stage entrepreneurs craft unforgettable experiences for their customers.
New Product Marketing Strategy Bootcamp for B2B Software by Warren Schirtzinger and Jose Bermejo on Maven
Offering a comprehensive 4-step boot camp on designing market positioning strategies for all types of products – from SaaS solutions to hardware innovations – Warren Schirtzinger's and Jose Bermejo's joint course
prepares even seasoned marketers for success. Through their practical approach to analyzing market niches and crafting winning proposals from scratch, they empower students to transform complex ideas into profitable ventures.
With these expert-led Maven courses at your side, mastering the art of crafting exceptional product positioning statements has never been easier or more accessible! Enroll in these programs today and set yourself up to create memorable brand stories that align with your customer's needs and desires, positioning your business for outstanding growth and long-term success.