16 Brand Positioning Statement Examples Tailored for Success
16 Brand Positioning Statement Examples Tailored for Success, Have you ever wondered how classic brands like Coca-Cola and Walt Disney remained.
Have you ever wondered how classic brands like Coca-Cola and Walt Disney remained successful all these years? The answer lies in their brand positioning statement. These brands knew what they stood for and could communicate it clearly to their employees, suppliers, and customers.
What is a positioning statement, and how can you effectively craft one? Let’s dive into the details.
What is a Positioning Statement?
A positioning statement describes your products or services and explains how they meet the needs of your target market. It should state your unique value and brand identity, as well as how you want your brand to be perceived by your customers and competitors.
It’s often an internal private document not meant for public knowledge because it highlights your key differentiators and competitive advantages. The positioning statement is also designed to help your marketing team align their campaigns with the company’s brand and value proposition.
Why a Positioning Statement Matters
With so many options out there, buyers want to know what they’re getting before fully committing to a purchase. When you have a clear positioning statement, customers will understand your business at first glance.
A positioning statement also makes it easier for marketing teams to create impactful campaigns that achieve their goals. You can reduce the risks of failed campaigns because your team will have a clear vision of your brand and can accurately convey it.
Every time the marketing team launches any on-brand experience, it will resonate with the intended market leading to better sales and lower costs. Your product or service will stand out from a sea of competitors because it’s clear what makes you different and why they should choose your brand.
Key Elements of a Positioning Statement
When crafting a positioning statement, you have to understand the key elements it should cover. Defining each element will help you create a clear statement that won’t leave any doubt as to its interpretation.
Here are the crucial elements of a positioning statement:
Target Market: Who you serve
Knowing your target audience will help you create buyer personas that define their motivations for purchasing your products or services. Identify their demographic, psychographic, or behavioral characteristics and discover their pain points and challenges.
Understanding what motivates them to use your solution will help you define the outcome or experience they expect. Having a deep knowledge of your target audience will ensure a detailed and clear positioning statement, that doesn’t have vague details which are open to interpretations.
Our product is tailored for tech-savvy millennials who seek convenience and sustainability in their daily lives.
The example above clearly states that the target customers are millennials who know how to use technology and value convenience. From the statement, it’s already clear who the product serves and the right approach to reach them.
Brand Promise: What value you offer
When you know your customers, you can clearly articulate the problem you’re solving for them. This will also help you demonstrate how your product or service solves this problem.
Answer the question: What problem does your product solve, or what need does it fulfill for customers? The answer is the primary benefit or value proposition of your solution.
We offer an eco-friendly meal delivery service that provides nutritious, chef-prepared meals delivered right to your doorstep, saving you time and reducing your carbon footprint.
In the above example, it’s clear that you offer a meal delivery service that’s eco-friendly, nutritious, and prepared by chefs. It targets customers who are eco-conscious and heavily favor sustainable efforts.
USP: How you position your offer
Your positioning statement should clearly define your unique selling proposition (USP). Lead with the benefits of your products or services rather than the features. Buyers resonate with the outcome of an offer (benefits) rather than how it achieves them (features).
Answer the question: How do you want your target audience to perceive your product or brand?
We position ourselves as the premium choice for health-conscious individuals who prioritize both quality and sustainability in their food choices.
Similar to previous examples, the statement above emphasizes quality and sustainability as the USP of the meal delivery solution. When aligned with your marketing efforts, potential customers are immediately aware of the benefits of your products or services.
Brand Purpose: Why you're in business
It’s also important to communicate the underlying mission or purpose behind the brand. Employees and customers alike rally behind a brand whose purpose is something they support and believe in.
Your value proposition should answer the question: What drives your company beyond financial gain? The following statement shows that the brand is working towards a bigger goal of a healthier planet. It’s the driving force for creating convenient and environmentally responsible alternatives.
We are committed to revolutionizing the food industry by offering a convenient and environmentally responsible alternative to traditional meal preparation, ultimately contributing to a healthier planet.
Differentiator: What makes you different from the competition
Researching your competitors will help you identify how to position your brand in the market. Don’t stop at competitors offering the same goods and services. Instead, research companies that offer alternative solutions to the same target audience.
Your positioning statement should be able to answer the question: What makes your product or brand stand out in the market? In the example below, the service is differentiated by locally grown, organic ingredients packed in biodegradable materials.
Unlike other meal delivery services, we source locally grown, organic ingredients and package our meals in biodegradable materials, ensuring both freshness and sustainability.
When defining the value of your offer, come up with 3-5 core differentiators that set you apart from the competition. The combination of these key differentiators will help you provide a unique solution that other brands can’t easily copy.
Positioning Statement vs. Mission Statement
It’s typical to confuse a positioning statement with a mission statement. After all, they appear to provide the same things when you first read them. However, a mission statement is a small component of a positioning statement. The mission statement answers the “why” of a business, while a positioning statement includes the “what, why, and how.”
Mission statements are also public-facing. Most brands publish them on their websites, brochures, and other marketing materials. They are crafted so customers can know why the business operates.
16 Positioning Statement Examples
To better understand how a positioning statement works and to give you inspiration on how to draft yours, here are 16 examples of positioning statements from some of the best global brands. We’ve dissected their statements to help you define your own messaging elements.
Since positioning statements are internal documents, these statements were curated from the brands’ websites and public statements.
1. Nike
2. Apple
3. Coca-Cola
4. Starbucks
5. Tesla
6. Disney
7. Airbnb
8. Amazon
9. McDonald’s
10. Slack
11. Spotify
12. Volvo
13. Netflix
14. Uber
15. Dove
16. Thrive Market
Source: influencermarketinghub.com
