It’s a succinct way of expressing your brand’s value proposition. A great brand positioning statement is a balance of aspiration and reality to create a clear image of your brand in customers’ minds. An integral part of any marketing strategy, it provides clear direction moving forward.

When creating a brand positioning statement, we’ll help you consider the following, while bringing in an outside view and rationale:

• Who are we talking to?
• What is your product or service category?
• What is the benefit of your product or service?
• How can we substantiate that?

Companies with a clear value proposition can set themselves apart from competitors, but more importantly provides value to customers.

Happy with your brand positioning and want to understand your brand purpose? Check out our brand purpose statement guide.

When we’re developing a brand positioning, we look for five things.

Is it:

• Memorable?
• Distinctive?
• Relevant?
• Emotionally resonant?
• Reflective of core values?

To use the brand positioning effectively, it needs to be communicated clearly, frequently and consistently across all channels. We use the brand wheel model to help capture brand positioning clearly.

Often referred to as a perceptual map, this is a visual tool used in marketing to display consumer perceptions of competing brands in a specific market. It plots brands on a two-dimensional grid based on chosen attributes, which allows us to identify gaps and opportunities within the market.

By evaluating a brand’s position in relation to competitors, we help clients develop targeted strategies to differentiate and strengthen their brand image, which can enhance consumer appeal and market share.

A brand positioning statement is a concise declaration of a brand’s unique value proposition and target audience. It serves as a strategic guide for marketing activities and helps ensure consistency in messaging. By clearly articulating the brand’s purpose, benefits and differentiation from competitors, a well-crafted positioning statement helps establish a strong brand identity, fostering customer loyalty and ultimately driving business success.

We usually prefer to use a proposition as part of a brand wheel, or we develop a brand purpose statement. With a brand wheel, it shows benefits driven proposition within the context of a wider brand strategy.

This is a structured approach to defining and articulating a brand’s unique value proposition within a set market. Typically, it’s made up of key components such as target audience, brand essence, benefits and points of differentiation.

By systematically addressing these elements, we use a brand positioning framework to help clients establish a clear and compelling brand identity, enabling them to communicate effectively with consumers, be distinctive from competitors (and therefore more memorable and buyable) – all with the end goal of achieving a stronger market presence.

We use a brand wheel as our key brand positioning, or brand strategy framework.

This is a pre-defined outline used by businesses to develop and articulate their brand’s unique value proposition in a consistent and structured manner. It’s usually made up of key components such as target audience, brand essence, benefits and points of differentiation.

By following a standardised template, businesses can efficiently craft their brand positioning statement, ensuring clarity and coherence in their messaging, which in turn helps to establish a strong brand identity to distinguish themselves in a competitive market.

All of our brand propositions are developed on an individual basis – we don’t use a templated approach.

There are several strategies that can help businesses differentiate themselves in the market. These include:

• Value-based positioning – Emphasises the cost-benefit proposition, focusing on price, quality and features.
• Benefit positioning – Highlights the key advantages or solutions the brand offers to customers.
• Competitor-based positioning – Positions the brand as superior to or distinct from competitors.
• Attribute positioning – Focuses on unique product characteristics or features.
• Lifestyle positioning – Aligns the brand with a specific lifestyle, culture or consumer group.

These strategies help businesses establish a strong brand identity and connect effectively with their target audience.

When brand building, we usually lean into a benefits-driven brand positioning, however we develop each proposition to fit the unique needs of the brand in question.

Brand positioning is crucial for businesses because it shapes consumer perceptions and establishes a clear, unique identity within a competitive market. By effectively communicating the brand’s value proposition, benefits and points of differentiation, businesses can foster customer loyalty and drive preference.

Additionally, our well-defined brand positioning strategies provide a solid foundation for marketing and product development efforts, ensuring consistent messaging and focused decision-making, contributing to long-term business success.

Crafting a strong brand starts with a strong foundation – what’s your brand strategy?

From there, you can establish a compelling and distinctive brand identity, anchored by a unique selling proposition that sets you apart from competitors. A well-defined target audience allows for tailored messaging that resonates on a deeper level, fostering enduring loyalty.

Consistency is paramount; ensure that your visual and verbal communication adheres to a cohesive brand style, instilling a sense of familiarity and trust. Then, develop an authentic brand story that encapsulates your values and ethos, fostering emotional connections with your audience.

Embrace a customer-centric approach, focusing on delivering incredible experiences at every touchpoint. Encourage brand advocacy by building a community of supporters, employing user-generated content and testimonials to bolster credibility.

Lastly, consider leveraging data-driven insights to optimise your strategy and stay ahead of industry trends, ensuring your brand’s continued success and growth.

If you’re not sure what challenge you’re trying to overcome, you might want to consider conducting a brand analysis first to get a better handle on what you need to do to build and grow your brand.