27 January 2012 - 16:00What’s a Brand Positioning Statement?

Bob Grant

As a  b2b Boston brand and marketing agency we are often asked  to help companies to create a positioning statement. This positioning statement will help to define your company, your product, and your service to your target audience. A positioning statement, makes a clear declaration as to why you are different than your competitors.

A positioning statement has a very important job to do. It is to break through the clutter created by the unending and constant bombardment of messages penetrating our brain. More information has been produced in the last 30 years than the previous 5000. Yet our brains can’t cope with all of this information overload. It seeks simplicity and clarity. The goal of the positioning statement is to state simply and clearly why your product, your service, your company, is different and preferable from your competitor.

The first step in creating your positioning statement is to understand the buying preferences of your audience.  You are not competing for the minds and souls of everyone on the planet (unless you’re Apple or Google), but only the audience who may have an interest in your specific product or service. Once you understand the buyer’s preferences, you can help create a message that will engage that audience emotionally and strategically to create a purchase. The positioning statement will be straightforward with attainable goals while ensuring the company is able to make progress.  It will effectively set the product off from its competition by being inspirational and significant to the target audience to which it is meant to engage.