How to Write a Positioning Statement for Your Brand - dummies.

Brand positioning statement serves as an internal guide that illustrates, in a paragraph or two, how your brand wants to be perceived in the marketplace. Its purpose is to summarize what the brand is all about to the company employees and outside partners, and serve as foundation for every marketing decision. Brand positioning is what you are.

By writing a simple positioning statement, you create a reference point for all of your marketing, advertising, writing, and design. Whenever you have to choose your next action, or the next line of a conversation, it helps greatly to have something concrete and consistent to refer to.

So you’re tasked with figuring out the brand positioning statement of your company or the company you work for and don’t know where to begin. Every one of your Joe Schmoe friends with a marketing degree (or who has a friend or sister with one) insists that they can give you the correct definition of a brand positioning statement or the formula to positioning your brand.

A positioning statement is different because it is intended for internal use to guide marketing and business development tactics. Larger companies might have a few positioning statements that are intended for groups, committees or industry niches.

Your personal statement should describe what you enjoy about marketing, and why you want to learn more about it at university to enter a career as a media buyer, advertising director, public relations officer or one of many other options. Admissions tutors want to know why you make a strong marketing candidate, and the skills and experience you.

Market and USP: In your brand positioning statement, you will tell your audience about your competition, or the market in which you’re competing, as well as your USP.

What a Brand Positioning Statement Isn’t. That’s a basic rundown of what a brand positioning statement is, but what about what a brand positioning statement isn’t. Far too often, an executive team will look to their marketing staff to build a brand positioning statement and be disappointed in the results. Why?

A brand positioning statement focuses on the consumer target your brand will serve and the emotional and functional benefits your brand will stand for. If you don’t position your brand the way you want, then your customers and competitors will do it for you, and you might not like their answers.

Four critical steps toward attaining optimal market positioning comprise figuring out where your brand is positioned now and where you want it to go from here, studying the competition, working out your strategy, and writing a market positioning statement.

Sample Positioning Statements. Fabulously Healthy is a fitness studio that offers one-on-one personal training and a variety of exercise classes to adults of all ages and fitness levels in the Brickton area.

What is a Positioning Statement. What customers see is the brand slogan or tagline, the marketing campaigns and ads in all of a brand's touch-points. The centerpiece of the position is often a tagline communicated externally, but positioning statement itself is meant for internal purposes only.

By far, my favorite positioning statement formula or template is from Geoff Moore’s book Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers.