Positioning Statement

Positioning statement Template 1 “Among [ Target Market] [X] is the brand of [Frame of Reference], that [Point of Difference] because [Reason to Believe]”. Among Snackers Snickers is a Brand of candy bar that satisfies your hunger because it is packed with peanuts

Positioning statement Template 2 For [target end user], who wants or needs [compelling reason to buy], the [product name] is a product category that provides [key benefit]. Unlike [main competitor] , the [product name] [key differentiator]. For Mothers, who want to provide calcium, Horlicks is a milk supplement that increases the power of milk unlike other milk supplements

How to Create a Brand Positioning 1 Block out three hours for the meeting and gather your key employees in a conference room. 2 Hire an outside consultant or nominate one employee to serve as the moderator and note taker to capture all the ideas the team develops. 3 Brainstorm, brainstorm, brainstorm. Make separate lists of the way you want to be perceived by customers, investors, employees, and shareholders.

4 Create an honest assessment of your company's unique value proposition. Think about how your competitors would attack this value proposition, if they were talking to your customers. 5 List positionings you wish to avoid. Do you not want your cookie store to be seen as the local bakery? Or vice versa? 6 Analyze how your competitors are positioning themselves. Is your business differentiated from them in a way your customers care about?

7 Synthesize the results of your brainstorming session a few days after the initial meeting. Use the results to develop your positioning statement and the associated corporate messaging it implies. 8 Test the new positioning statement on customers, employees, and investors to confirm you created a good positioning. 9 Create action items in establishing your brand in the market place for your team to accomplish. Start small with yellow page ad placement/copy, work towards a goal of propagating your brand's position in anything that relates to your company, including collateral, invoices, etc