Position Yourself! Nothing makes a better and balanced brand than a great brand positioning statement. This is such an empowering tool used to help align your brand and build focused strategies for your marketing. A Brand Positioning Statement or as we like to call it, the BPS is a well thought out description of how your brand stands out from its competition and how it translates in your customers mind. Why is this so important? It will help you get rid of the mumbo jumbo, the jargon, the short memory loss and all other distracting elements when trying to explain your brand and what it does to customers. The BPS can have a major impact on a customers thought process when trying to think about your brand and if they will buy from you. A good BPS has the ability to embed brand credibility in a customers mind thus building their loyalty and willingness to share the brand with their own network. A brand positioning statement works internally within your business to help you decide on how your brand will translate into creative communication channels such as your visual identity, like your logo or advertising mediums like social media.
So what makes a good BPS? Well first you must ask yourself the following questions
What is my company/business good at?
Who are my customers?
How do I give my customers the services that my business is good at?
Why do I serve my customers?
What do my customers really want?
How are other businesses in my industry communicating their brand position?
Keep these answers in the back of your mind while writing your BPS. BPS is a simple answer to these questions
Who are my customers?
What does my business do for them?
What feeling do I deliver to my customers?
Why am I different from the competition?
What do I offer to my customers?
Most BPS' are kept short and sweet. Keeping your BPS to a minimum of 5-6 lines will help you remember it and make it digestible in creating content for your brand.
Tip: A brand positioning statement especially helps 3rd party service providers who will need more clarity on your brand as they help you create your visual or copywriting assets. This will help speed up the process in getting your logo, flyer, website or social media posts delivered on time. Consider providing this to your designers in the discovery phase of your project.
Here are some examples of great brand positioning statements from well known corporate giants:
For consumers who want to purchase a wide range of products online with quick delivery, Amazon provides a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer obsession, passion for innovation, and commitment to operational excellence.
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.
For individuals looking for high-quality beverages, Coca-Cola offers a wide range of the most refreshing options — each creates a positive 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.
Ready to write your. BPS? CLICK HERE for our free downloadable brand positioning worksheet.