Any person dealing with a business knows well that composing a powerful brand positioning statement for a company is significant in branding. And the brand’s meaning is needed to be reflected in that Statement. So, a substantial effort is required to formulate it.
The creator of the positioning statement must focus more on consumer intentions & preferences than on planning & advertising while crafting the Statement. Also, he must mention the customer-friendly design of the product in the Statement, which should be intervened through internal dialogue.
But, what exactly are the features of a brand positioning statement? And, what’s the procedure for writing the brand positioning statement for a company’s brand? Come! Let’s have a look at it.
Brand Positioning Statement & Its Features:
A Brand Positioning Statement may be defined as an internal document whose function is to synthetically arrest the brand vision & convert it into the ground of tactical & functional actions. The Statement for brand positioning must be synthetic, precise & should be written after comprehensive analyses & research. It ensures the brand’s usefulness, robustness & value.
With the modernization of our world, the brand’s meaning is gradually changing for the consumers & with this change, the importance of brand positioning statements is taking a new dimension. A brand positioning statement’s pivotal goal is inspiring and motivating a company to pursue activities that result in its growth.
Brand innovation possesses nine dimensions that ensure the creation & maintenance of profitability & growth with the help of a powerful idea & these 9 dimensions are:
It’s all about inventing the objective of the company’s brand
It’s all about inventing the story of the brand
It’s all about inventing the solution for the brand
It’s all about inventing the connection of the brand
It’s all about inventing the usefulness of the brand
It’s all about inventing the expanse of the company’s brand
It’s all about inventing the vision
It’s all about inventing the portfolio of the brand
It’s all about inventing the experience of the company’s brand
Nonetheless, it can’t be denied that brand innovation is overall an integrated process & a refined clarity of intention does the magic. Again, the more we understand a brand’s economic value potential, the more we get the authorization to do more. Brands are actually about people & not products. It’s about people & their fascinations. And, hence the positioning statement must be driven by the consumers.
It must be written after well observing what the target consumer group is claiming as its needs. Also, in response to the needs claimed by the consumers’ group, the Statement should offer the shoppers powerful reasons why the brand is worth buying.
Example Of The Success Of A Brand Positioning Statement:
For example, glimpse the success of ‘Apple.’ It’s a brand that stood out among several others in the market with the aid of its positioning strategies & solid brand positioning statement. Its brand positioning statement clearly showed the customers about the brand’s uniqueness & distinction from the others by specifying its exceptional consumer experience, iconic branding, sleek product design & intuitive user interfaces.
Method Of Writing A Positioning Statement –
Selecting a reasonable positioning while putting down a brand positioning statement always excels the brand in the view of the customer. Apart from that, the method of composing it is also very important. The key elements of the brand positioning statement are:
The frame of reference:
Start with creating an FoR (Frame of reference). Here selecting the appropriate frame is vital as the consumers will know the kinds of business association of the brand from it. This association functions both as points of difference as well as parity. The purpose of FoR is to describe the realistic source of the business of a company’s brand. Always ensure that if the chosen FoR is:
- Vast enough & permits for the growth of the brand’s business
- consistent with the consumers’ instinctive thinking & feeling about the company’s brand
- Reflecting on questions like ‘Who are prospective rivals in this FoR?’ and ‘by what means will they respond to it?’
- Acceptable by the business partners
With the maturing of the brand, new opportunities may come through which it can extend its FoR. For instance, the instant noodles’ FoR can be broadened into ‘readymade foods’ such as spicy burgers, quickly served pizzas, etc.
It is established based on the brand’s set of beliefs & in such a way that it appeals to the consumers. This can be done with the help of the brand advantages’ profound analyses & the formation of a benefit ladder. After it’s accomplished, now it’s time to decide the most appealing and relevant benefits of the brand’s products that will attract the target audience in the form of a brand promise.
The step by step brand benefits in a benefit ladder are:
- Emotional benefits: The consumers’ feelings about the benefits of the products
- Consumer benefits: Direct customer satisfaction from the brand’s product’s benefit
- Product benefits: The direct deliverance of something by the product attributes
- Product attribute: The product’s functional, factual & physical traits.
The benefit at the ladder’s 1 step lower (downward) level is the reason for believing in the reliability of the brand positioning statement.
It’s a justification for the brand promise. Rather, it is the usefulness of the benefits ladder’s lower (downward) part than the company’s brand promise. The brand positioning’s measurement for believability serves as the relation between the explanation for believing, which ought to be consequent & the company’s brand promise. The brand promise pertained to just why the major differentiator is said to be the point of difference.
A substantial group of clients (largest segment) is briefly depicted as the Target Audience (TA) from the point of view of its interest & our pod (point of difference). They are the best conceivable consumers (when examined in terms of brand positioning statement) & consistently bestows a positive reaction to our point of difference.
You can interpret it either normally in terms of personality, psychographics, demographics, lifestyle, etc., or in terms of more obvious circumstances. Such occurrences include loyalty patterns, purchasing situations, heavy/medium/light users, competitor usage, etc. In the case of global brands, the TA definition is challenging from the adaptation point of view. It is frequently subject to discussion.
Wrapping Up –
So, we hope you have an idea about the brand positioning statement from the stuff discussed above. Now it’s time to create a suitable customer-appealing brand positioning statement for your brand & let your brand prosper. You will see the face of success soon.
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