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Positioning Statements

A key aspect of building the right perception in your customer's mind is to have a brand that includes a clever positioning statement.

A positioning statement communicates your single most important message to your specific target market. It sums up what makes your company attractive to these people and tells them how your products or services are different from the competition.

It may also be known as your slogan, or tag line. However it is much more important than just a collection of words.

Can you fill in the following blanks?

• "The Warehouse, The Warehouse, where everyone gets a _____________"
• Nike - "Just do ___"
• Mymarketingexpert - "the power to do it _____________"

Take The Warehouse as an example - where everyone gets a 'bargain'. This positioning statement identifies their key target market as being 'everyone' who is looking to save money. Because everyone gets a 'bargain', the key difference between The Warehouse and their competitors is the customer's expectation that they will pay a low price. This positioning statement, combined with a distinctive logo and company name, clearly proclaims The Warehouse's position in the market to their customers.

The aim of a positioning statement is to hold a positive and valuable place in the minds of your customers. It communicates the way you want your customers, staff, and suppliers to think and feel about your company. It also differentiates you and ultimately should make you more attractive to your target market(s) than your competitors.

It does not work in isolation

Your positioning statement must work in conjunction with your company name and logo, by communicating key messages that cannot clearly be communicated by your name and logo alone. Using our example of The Warehouse, this name indicates a store that is big, does not have fancy fittings and displays and is therefore likely to be much cheaper than a boutique store. The logo itself uses a simple design, with red being the dominant colour (a colour very much associated with sales and lower prices). Together the company name, logo and positioning statement send a very strong message to the customer that they will pay lower prices at the Warehouse.

A positioning statement is the single most valuable sentence or two that you should have in our marketing arsenal. Combined with your company name and logo it should include three key elements - the target audience, your key points of difference, and the type of business you are in.

It needs to add value to the other parts of your brand, not just repeat a message you've already made e.g. if your company name is 'The House Moving Experts', you would be wasting valuable marketing space by using a positioning statement that incorporates any of these words. Rather choose a sentence that helps to differentiate you from your competition and gives your customers further reason to choose you e.g. 'The fastest worldwide' communicates that your service is quick and that you operate across the world. It helps you target those who are moving internationally and those who value a quick move or who are in an urgent situation.