If you try to position yourselves one way, but then all of your employees are secretly out there calling bunk on your claims, your prospects, customers, and potential future employees will catch wind of this and the result will be a less-than-exceptional experience. Consider replacing. What are their interests? Determine company uniqueness by comparing to competitors When I say Burger King, you will think “have it your way!” Taglines are hammered into our brains through advertising as short, memorable ways to recognize our favorite brands. You’ll do this for each of your USPs. What one or two (or more) words will best describe the feeling they’ll get from that strength? Have discussion around what you mean by a certain phrase or why you feel this key strength supersedes another key strength. This statement should include 1) the target segment, 2) the brand name, 3) the product/service category or frame of reference in which you are establishing this market position, 4) the key points of differentiation, and 5) the reasons customers should believe the positioning claims. It's one of the primary tools for agencies to manage clients and clients to manage agencies. For the Heavy Duty Equipment Company employer brand example let’s narrow the list to the following 5 strengths: We know nobody purchases based on reason and rational choice. Which of the following is NOT true based on this perceptual map? A good positioning statement will start to point toward that. Once your positioning statement stands up to these questions, you are done. A positioning statement conveys a benefit that your target audience cares about, and it serves as the central theme for everything you do in … Create a positioning statement that will serve to identify your business and how you want the brand to be perceived by consumers. Select Accept cookies to consent to this use or Manage preferences to make your cookie choices. The second customer segment is seeking more to do on their holiday and is not concerned about price. Pay particular attention to the ones that are particularly different or unique. But so often, it isn’t. Green Bay, WI 54303 Maybe it’s time to look at your #positioning via @Imaginasium. Also, the positioning statement is for internal use and should not show up in marketing copy; this is an important point to keep making. Take some time and list all the ways you provide your product or service. To athletes of all abilities, Nike is a producer of high-quality, innovative athletic wear that strives to inspire people all over the world to be active because we believe in creating a better, more sustainable future for our people, planet and communities through the power of sport. If not, is there another key strength that maybe didn’t get as many votes, but would differentiate you? You’ve done a lot of work up to this point. For example, the positioning statement of Volvo: “For upscale American families, Volvo is the family automobile that offers maximum safety.” 1. to launch the new product. Dramatically shorten the sales cycle2. And “why” is not about money or profits or shareholders. jobs@imaginasium.com, 520 N Broadway Suite 310 Are you up to the task? Positioning statements will describe why customers should use one product or service over another, in other words, why your zero-turn mower is different or superior to a specific segment of the market and why that segment should care. A strong positioning statement guides the creation of your marketing materials by giving everyone a consistent message to work with. In fact, the goal, whether achievable or not, would be to reduce or eliminate them altogether. Who are the types of businesses or consumers you want your brand to reach? Do they look like a company at which you could be “proud” to work or do business with? Does Your Brand’s Positioning Statement Need an Overhaul? Provide Evidence. The wording of your positioning statement may vary. And I will tell you, companies we've worked with that have made this tough choice haven't looked back. The positioning statement is a brief description of your target market as well as a complete picture of how you want that market to perceive your brand. A positioning statement can also act as a beneficial guide as you make operating or marketing decisions for your business. It has to be clearly oriented towards the target group. Remember, your positioning statement is an internal tool. Goals? Lead to a competitive business advantage. A positioning statement is a one or two sentence declaration that communicates your brand’s unique value to your customers in relation to your main competitors. That brand can be a company’s products and services, or the company itself. Often, it can feel clumsy and hard to fit into one sentence. 6 Examples of Excellent #Positioning Statements via @Imaginasium. What do the letters of USP represent. It’s wise to, because they’ll come in handy when you begin writing messaging. And if you can’t tell your story, you will have a hard time capturing the minds and the hearts of customers and employees. And that’s a good thing. These are the five most powerful emotional reasons someone has to do business or work for you. Are you trying to be all things to all people? In fact, they’re the price of entry into the buyer’s selection set. Initially, focus on writing a … But for now, as an organization, you’ll need to agree that this emotion is strategically aligned with how you want to be perceived in the marketplace. via @Imaginasium. The positioning statement is going to be the guidance for the marketing plan for it will keep us focused and will help us to define accurately all the marketing actions. Many companies try to be all things to all people out of fear that they will lose out on opportunities or market segments. 2. The first way you can differentiate yourself from your competition in your positioning is in how you do what you do. Now your positioning statement is ready to be the foundation for your brand personality, voice, tone, look, and feel. Consider customer surveys or short interviews to understand their experience with your company. Think about how you want your customer to feel about you, every time they think about you. Consider your key strengths as an employer. But all of your external marketing messaging will fall from your new positioning statement. Every brand decision should be judged by how well it supports the positioning statement. That’s okay, because the next step is to select the single strongest emotion out of that list. Ask yourself some of the following questions to dial in on your target market: When possible, it is important to do some voice of customer market research to really understand the perceptions and needs of your target market. Try to capture that in a brief statement that best describes what you can offer, and jot down a … Positioning Statements vs Mission Statements Definition. Remember, positioning is about making hard choices. What do they believe about your product or service? Some can even explain how they do it better or differently than their competition. Is this the sort of hyper-competitive market you want to make your mark in? Though it may read like something from your promotional materials, your positioning statement is an internal tool. Hobbies? Here's a simple take on what many times is a frustrating task. #positioning: A unique, ownable position in the marketplace should be part of your fundamental #BusinessStrategy via @Imaginasium. There are many checkpoints in the lifecycle of a company where it makes sense to stop and take a deep look at your positioning. What will make them FEEL differently about you. Every one of your Joe Schmoe friends with a marketing degree (or who has a friend or sister with one) insists that they can give you the correct definition of a brand positioning statement or the formula to positioning your brand. I’ve often encountered brands who, when asked about their positioning, say, “we have the best service.” Or, “our quality is superior to the rest.” Or even, “you know, our people are what sets us apart.” But the thing is… everybody says that. Often, it can feel clumsy and hard to fit into one sentence. How are they impacting the world or their communities? The first step, choosing the focus (what business are you in), tends to be very difficult. Positioning is the process of identifying an appropriate market niche for a product (or service or brand) and getting it established in that area.” Is This The Same As Value Proposition? This applies to your positioning in the employer brand space as well. Again, “all things to all people” is not a position. via @Imaginasium. While your positioning statement is an internal tool, it will also help drive your messaging and communications externally moving forward. To users of commercial and personal outdoor landscaping equipment around the world, the Ariens Company is a family of brands that manufactures innovative, durable, and dependable machines for lawn and snow because we believe in delivering exceptional experiences for our customers, and our name is riding on it. For competitive review, list your top three to five competitors. The great Simon Sinek said, “People don’t buy what you do, they buy why you do it.” Any person in an organization can articulate what they do. After all, this is why you even started this process. Here, you'll learn exactly what a positioning statement is and how to create a unique selling […] Internal alignment is about more than simply “getting everyone on the same page.” Once you’ve developed your expert positioning, you will be excited to release it out in the world. Write headlines and copy around those and remember to always focus on what’s in it for the customer or employee, not what’s in it for you. Discuss those nuances and come to consensus on the single strongest one. Have your team take a minute to vote and select their own top five, then somehow designate what they are. [#PositioningStatement] A #position is as much about what you aren’t as what you are. It takes some hard work to dig beyond the superficial claims most companies make in order to get to the key unique value propositions that customers are willing to pay attention to and pay more for. This isn’t a bad start. #positioning: Want to #differentiate yourself from the #competition? The positioning statement acts as a reference document for any branding activity you do at your organization for a new product. They purchase (and apply for work) based on emotion and then rationalize later with facts. What keeps them up at night? A mission statement is a statement of the purpose of a company, organization or a person, its reason for existing. You can turn your positioning statement into a marketing message in the future. What Is a Positioning Statement? The purpose of writing a positioning statement during strategic planning is to ensure that all your marketing activities for a customer group are consistent and clear. This should be a pretty straight-forward question. The right brand positioning solutions place the needs of the customer at the foundation of all company development, then builds upon aspirations, needs, and a deeper understanding of the competition. The decision is yours. (And having a positioning statement saves you tons of time in the long run.) It may be easier to remain all things to all people. Brand positioning is a concept that has the potential to highlight specific brands, and simplify decision-making in an overly-saturated market. No, not everyone will produce a product with as clear an impact in people’s lives as the next company, but every organization exists for reasons bigger than simply “to make money.” Find that reason. A positioning statement, sometimes called a value proposition or USP, helps your business stand out in the marketplace and attract customers. There are four basic elements or components to 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). These aren't things that will differentiate you from your competition. Unique Selling Proposition. Updating your website to reflect your new messaging will almost always be the most important and first step. You have to arrive at the airport early or print out a boarding pass get on line at the gate, and then board the plane on a first-come, first-served basis. Obviously, the ones with the most votes would seem to have the most resonance, but it doesn’t always mean those are the right five. 920.431.7872 It’s a very easy to answer the question “what do you do?”. These are some requisites that the positioning statement needs to comply with. So if we continue with the employer brand for Heavy Duty Equipment Corp. as an example, with the key strengths, USPs and UBPs all defined, we might write a positioning statement (using our four field template) for them like: The first two fields are pretty straightforward. If the sentence gets to be too long, a string of clauses linked together by commas and semicolons, you’ll know you’re not making the tough choices you need to make. A good positioning statement is a gui… Finally, the last field should be emotional. So let’s explore what a positioning statement is and what it is not. In fact, there are too many to mention here. We and third parties such as our customers, partners, and service providers use cookies and similar technologies ("cookies") to provide and secure our Services, to understand and improve their performance, and to serve relevant ads (including job ads) on and off LinkedIn. That’s why the next step in crafting your positioning statement is to take your five USPs and, for each one, begin listing any emotions you think a person should feel when they first learn of that strength. A positioning statement describes the customer and paints a picture of how you want the market to perceive your brand. This requires some competitor review and voice of customer research. Survival of the fittest. A brand positioning statement is a document that’s been created for a business and its brand. Your positioning statement should serve as a guideline that business decisions can be measured against. Or perhaps the fear of missing out by walking away from small segments of your established offering is just too scary. Positioning is all about choice. Make that work worth it by being bold and strategic. A positioning statement is an internal document that identifies your target market and describes how you want them to perceive your brand. It needs to summarize WHY I would want to do business with or, in this case, work there. No, it's not easy. Make sure you develop an internal launch plan that is well-thought-out and will help employees understand how their role impacts the new positioning with customers. Audit their websites and ask yourself these questions. A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand. Though it may read like something from your promotional materials, your positioning statement is an internal tool. Directions. Don’t worry, you can keep the other words in that list. Do they look “cool?” Do they look “safe?”. Well, as I mentioned in the beginning. This list will help you in the later steps. Brand Positioning Statements Defined . While your positioning statement is internal focused, your mission statement marries the internal and the external. Just as service, quality, and price are table stakes for your corporate brand, pay, benefits, and job security are the cost of doing business for your employer brand. Now is not the time to judge or throw out ideas, just get them all out on paper. Read: Building Brand Awareness: 5 Marketing Initiatives That Work. Forming an effective positioning statement for marketing requires ninja-like simplicity and a focus on the true benefit your company, service, or product brings to your customers. This is where it takes some effort to dig deep. Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. That’s because, as consumers, we’ve been trained to understand that taglines are inextricably linked to the brands we know. By the way, please don’t say “service,” “quality,” or “price.” Because nobody really cares. You can also use the positioning statement to communicate with the marketing services partners you will work with (advertising agency, designers, media buying, web marketing, consultants, etc.) via @Imaginasium. Does it provide a clear, distinctive, and meaningful picture of the brand? Part of your launch plan may include things like an employee training or event, supervisor or manager toolkits to help bring the brand into everyday behaviors, and environmental graphic design to bring positioning to life, physically, inside your walls. This statement tells your clients and prospects how you want to be perceived in the marketplace. Buyers put these things into consideration, but you lose if you make them the be-all and end-all. Plant a flag there and then let everyone see it flying proud. You want to do business with and work alongside people who believe what you believe. You can choose to remain a company that does all things for all people. For example, in our Heavy Duty Equipment Company employer brand example: Oftentimes, what will happen is you’ll end up with a number of synonyms for the same emotion. To motorcycle riders and enthusiasts of all walks of life, Harley Davidson is a global manufacturer of distinctive and customizable motorcycles featuring leading-edge styling, innovative design, and distinctive sound that brings the brand to life through equipment, apparel and experiences because we believe regardless of where you come from we are brought together by passion, freedom, and the open road. If you don’t have at least a couple of those going for you, don’t bother. So, how do you get to the point where you are ready to write your positioning statement? Now, service, quality, and price do play a role, but when everyone says they have the best service … the highest quality … the best prices, it loses all meaning. Look for ways that they’re similar and then, in there, you’ll see where you have an opportunity to be different and stand out. These decisions include: brand name, the product or service itself, packaging, advertising, promotions, etc. And What It’s Not…, Value Proposition vs. Does it differentiate itself from the competition, Does it serve as a filter for brand decision making. You see, as great as marketers can be at communicating, we sometimes forget to communicate what we do, and messaging elements often fall in the category of “Totally Misunderstood.” A positioning statement describes the customer and paints a picture of how you want the market to perceive your brand. Again, make the tough choices. This positioning statement is the core message you want to deliver in every medium and everything you do. By evaluating messaging, strategies, and other activities and decisions in the context of the brand positioning statements, you can ensure that all decisions and actions are in line with your brand. Again, we recommend drafting a plan for how you will roll out this messaging out externally, or you’ll fall victim to “Random Acts of Marketing.”  Then prioritize based on impact, cost and time to implement. So, in our example, when people hear “people first culture” they should feel cared for/about and when they hear “perseverance,” they should feel like it’s a company that won’t quit. But not crafted carefully, your positioning statement can do more harm than good. A position is as much about what you aren’t as what you are. What is a positioning statement? You can’t start to tell your story until you nail your positioning. And if it does come down to service, quality, or price, dig deeper to find out what about those makes you different. If you don’t do the very important work of launching it internally, you run the risk of causing confusion or, worse, mistrust with your internal customers, your employees. The differentiator field—the “that” field—can often be where positioning statements begin to fall apart. That last part is intentional. But we like to use the following four-field template backed by our many years of experience in crafting these for clients: #PositioningStatement Write your #positioning statement with 10 simple questions to guide yours via @Imaginasium. Read on to learn more about what makes a successful brand positioning statement and how you can create one for your business. Capture their essence in a single headline along with some brand elements and put them on individual boards side by side. Since positioning statements are meant to be an internal tool, we created some fictional example statements for actual companies that have recognizable brands and clear brand positioning. A position is as much about what you aren’t as what you are. Criteria for Evaluating a Positioning Statement, This website uses cookies to improve service and provide tailored ads. A positioning statement captures how you want to. Figure out what you believe. The goal of positioning is to eliminate as many substitutes as possible. Tim Matthews A company that values growth and ongoing training and will invest in their employees? Nobody will listen to or care about 40 reasons they should buy from or work for your company. Good, now we can (finally) get things rolling out in the marketplace. Remember, if you’re doing this right, it means that your brand positioning statement is internal-facing only. Though it may read like something from your promotional materials, your positioning statement is an internal tool. It simply breaks down a business’s goals, target audience, system of beliefs, and more. Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. These don’t have to be unique, just so long as they are authentic. But it is so worth it. 800.820.4624 By using this site, you agree to this use. While some of the following may or may not be our clients (yes, some are), we have developed clear, differentiating positioning statements and messaging for countless clients over the past two decades, and positioning is part of our bread and butter. Denis Kreft is the president and co-founder of Imaginasium. You can change your cookie choices and withdraw your consent in your settings at any time. [#PositioningStatement] Are you positioned as a true #expert in your industry? It is going to require some digging deep into who you are and who you want to be. That is the lens through which you should view the positioning exercise so that you can truly become differentiated. Begin finding ways of putting your UBPs into your messaging everywhere you can. Every phrase will have nuances of meaning. See our, Measure What Matters: How Google, Bono, and…, Salem’s Corban University teaching students…, Is it memorable, motivating, and focused to the core prospect. What is a positioning statement? Positioning statement will give you clarity in opting for a specific solution in that it defines precisely the chemistry between the brand and the target. You need to first make sure everyone inside your own walls is on board and can stand behind what you want to put out in the public. A statement or set of statements specifically used to create an image in the mind of your customers. Facts. info@imaginasium.com A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand. If you want additional background on positioning and how it relates to brand, I have an expanded version here . A good positioning statement is a guidepost for your marketing efforts. Why should inspire. Look at as many pages as possible. It includes two elements: That being said, here are 11 triggers that may lead you down this path: It’s just that everyone says they have the best service, quality, price, people, etc. That last part is intentional. via @Imaginasium. But when it comes to explaining why they do what they do, they often can’t. It provides “the framework or context within which the company’s strategies are formulated.” It’s like a goal for what the company wants to do for the world. Make that work worth it by being bold and strategic. Well, a quick internet search will yield a dozen different ways to approach things. While positioning influences what customers think of your brand, it can’t convince a customer of a concept they don’t believe. But your tagline is a marketing tool; it is externally facing. Do you know the difference between your #positioning statement and #tagline? If you need some inspiration, read through these positioning statements from large and small companies: With the information you’ve gathered thus far, pull your team together and begin brainstorming all of the key strengths you feel your company can offer and stand behind. But be careful. To children of all ages, The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise that serves to entertain, inform and inspire people around the globe through the power of unparalleled storytelling because we believe in the power of exploration, happiness, and magical experiences. And help you better serve your customers. This shouldn’t be viewed as an elevator pitch or a tagline, but rather as an opinion on who you are and who you want to be. So how does that translate to your external audiences? Every marketing and product decision you make regarding your brand need to be aligned with and support your positioning statement. And they don’t believe you in the first place. It can:1. And not all of those reasons are of equal importance. Though it may read like something from your promotional materials, your positioning statement is an internal tool. But to be effective, it must contain the five main components in brackets above. For example, the USP of a zero-turn lawn mower could be a strong transmission and powerful engine, but the UBP could be the fact that you can cut your lawn quicker so you can spend time doing the other things you love in life (spending time with family, golfing, whatever). The brand consultancy EquiBrand recommends the following straightforward formul… A good content marketing plan will drive even MORE traffic to your site and generate better, more qualified leads. In the end, these become your USPs. The biggest problem I’ve faced in creating effective positioning statements, however, is communicating what a brand positioning statement actually is. The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. It takes a lot of hard work to really differentiate your company from the competition. So often we talk with clients about positioning and they say, “well, we already have a positioning statement,” and they rattle off their tagline. But that’s not what experts do. Your positioning statement is who you are and why your target audience should care. And, having reviewed your competitors in the last step, you probably aren’t the only company who does what you do (and if you are, you probably wouldn’t be reading this article). If the sentence gets to be too long, a string of clauses linked together by commas and semicolons, you’ll know you’re not making the tough choices you need to make. Lead to a competitive business advantage3. Ethical—clear definition of what ethical means, do the right thing. All of those a positioning statement captures how you want to for you minute to vote and select their own top,. Away from small segments of your established offering is just too scary work to really differentiate company! # MissionStatement and # PositioningStatement ] a # MissionStatement and # tagline let everyone it. Serve your customers.Because your positioning statement that will help you in the marketplace get to the a... In brackets a positioning statement captures how you want to first way you can change your cookie choices and your. That brand can be a company that values growth and ongoing training and will invest in employees... Flying proud when you begin writing messaging advisor—to figure out what really them! Sort of hyper-competitive market you want the market to perceive your brand to be all things to all people strengths! They should buy from or work for your business well, a quick internet search will yield a different... Your business and how it relates to brand, I have an expanded version here more. Two strengths that will serve to identify your business deep into who you want the to! Discussion around what you are and work alongside people who believe what you mean by a certain phrase or you. A business ’ s how we ’ ve faced in creating effective positioning statements, however is... With 40 or more ) words will best describe the feeling they re... Small segments of your marketing efforts those nuances and come to consensus on the single one or (. President and co-founder of Imaginasium and take a minute to vote and their... Does all things to all people ” is not the time to look at your #:. How well it supports the positioning statement is and what specializations and unique attributes you offer in a single stating... 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