What’s a Strong Brand Positioning Statement?

What the hell is a Brand Positioning Statement? 🤔

Okay, let’s start with the basics. A brand positioning statement is a simple, internal tool that explains what your brand does, who it’s for, and what makes it different. Think of it as your brand’s elevator pitch — a short summary that gives your team (and even customers) a clear idea of what your brand stands for.

Why is a Strong Positioning Statement Important?

Your brand positioning statement is like a compass for your marketing and branding efforts. It:

• Clarifies your value: Helps you define the unique benefits your brand offers.
• Guides your branding: Shapes everything from your logo to your ads.
• Creates consistency: Ensures your messaging stays focused and relevant.

Take brands like Glossier and Patagonia for example.

• Glossier: Glossier stands out by focusing on “skin first, makeup second,” targeting Gen Z consumers who value natural beauty and self-expression. Their brand consistently delivers on this promise across their social media, products, and tone of voice.
• Patagonia: Though known for sustainable outdoor wear, Patagonia resonates with young people by emphasizing environmental activism. Their “Don’t Buy This Jacket” campaign urged consumers to buy less — a bold move that reinforced their authentic commitment to sustainability.

How to Write a Strong Brand Positioning Statement 🤓

Psst: looking for professional help rather than a DIY guide? Stop wasting time and head directly to my inquiry form to ask for my help. I’ll get back to you within 1 to 2 business days to get your project on the road 🙌

Okay, I’m done with the self plug. Let’s get back to it!
Crafting your brand positioning statement takes a little work, but the payoff is worth it. Let’s walk through the steps:

1. Define Your Target Audience

Who are you trying to reach? Think beyond “everyone” and focus on your core audience. For example, Glossier targets young people interested in minimalist beauty, and Patagonia connects with environmentally conscious adventurers. Ask yourself:

• Who benefits most from my product or service?
• What are their needs, goals, or pain points?
• Where can I find them (online and offline)?

2. Find Your Competitive Advantage

Study your competition. What do they focus on, and what’s missing? That gap is your chance to shine. Pro Tip: your competitive advantage should be something you can consistently deliver and prove — empty promises hurt your brand!

3. Highlight Your Unique Value

What’s the one thing that sets your brand apart? Your value proposition should be clear, specific, and defensible. Example questions to help:

• What’s unique about your product or service?
• Why should customers choose you over competitors?
• What benefits do you deliver that others can’t?

For instance, Glossier’s minimalist, user-friendly products appeal to a generation that values authenticity and simplicity over perfection.

4. Keep It Short and Simple

A great positioning statement is concise — just one to three sentences. Here’s a handy template to get you started:

“[Brand Name] is the [Category] that [Unique Benefit/Point of Difference] for [Target Audience].”

For example:
“Patagonia is the outdoor clothing brand that empowers environmental activism through sustainable products for socially-conscious adventurers.”

Or :
“Not so bland is a full-service creative studio that offers premium design, website development and marketing services for ambitious Gen Z and Millennial entrepreneurs.”

FAQs About Brand Positioning Statement 🙋‍♀️

Wrapping Up: Make Your Position Known

A strong brand positioning statement sets the stage for all your branding and marketing efforts. It keeps your messaging focused, resonates with your audience, and helps you stand out in a crowded market.

Take the time to create a statement that truly reflects your brand’s unique value — and watch it become the backbone of your business’ success!

Still confused or feel like you’d be better off entrusting this crucial process to a professional? That’s what I’m here for! Send me details about your brand through my inquiry form and I’ll be in touch within 1 to 2 business days. Let’s get this party started!

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love, Marjolaine xo