determining positioning

The Positioning Statement Also referred to as a brand strategy, positioning strategy, or brand positioning statement, a positioning statement is a succinct description of the core target audience to whom a brand is directed, and a compelling picture of how the marketer wants them to view the brand. The positioning statement is a subset of a value proposition that optimizes it for marketing communications purposes. It identifies the target audience, the product and its category, a specific benefit, and is differentiable from the nearest competitive alternative. It is an internal, non-emotional statement that becomes the messaging cornerstone of an integrated marketing campaign.

A well-constructed positioning statement is an invaluable means of bringing focus and clarity to the development of a marketing strategy and tactics. How? Because every decision that is made regarding the brand is judged by how well it supports the positioning statement—from the brand name, the product itself, and packaging, to advertising, promotions, etc. Structure of a Positioning Statement For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is (reason to believe).

Target Audience is the description of the core user to whom the brand is intended to appeal; the group of customers that most closely represents the brand’s most fervent users. Frame of Reference is the category in which the brand competes; the context that gives the brand relevance to the customer. It will help you understand how to develop your point of difference (below) and design the tonality of your message based on the context Benefit/Point of Difference is the most compelling and motivating benefit that the brand can own in the hearts and minds of its target audience relative to the competition, (i.e., what sets you apart from competition).

Reason to Believe is the most convincing proof that the brand delivers what it promises. Today, more than ever, consumers want transparency and truth, they will be very quick to review you negatively on Yelp or post in their profile, for everyone to see, if you are not living up to your promise.

Example For a specialty beverage retailer, Stockton Graham & Co. is the specialty coffee roaster and wholesale beverage, equipment and accessory distributor that delivers the keys to building enduring specialty coffee businesses because Stockton Graham & Co. offers unsurpassed knowledge, products, attention and tools to serve the best coffees and other hand-crafted drinks.