Having great marketing campaigns is another.
Connecting your product with your marketing, and having a common messaging denominator, is a third thing, called a positioning statement.
So what is a positioning statement all about?
A positioning statement is a summary of what your business has to offer to the world and how your products or services can fill your target audience’s needs.
Whether you’re persuading stakeholders, shaping public opinion, or defining your brand’s values, it’s the basis of your communication.
The main purpose of the positioning statement is to guide all the teams, from product to marketing and beyond. It can define the way a company wants its target audience to perceive it.
What’s more, it’s a strategic tool used internally to ensure consistency in messaging across all aspects of the business.
For example, let’s assume that the positioning statement of a company has eco-friendliness at its core. In this case, when designing a new advertising campaign, the marketing team will emphasize the products’ eco-friendliness. Accordingly, the packaging can highlight natural ingredients and include certifications from environmental organizations. And, of course, the supply chain should be sourcing its materials from suppliers that prefer sustainable practices.
On the one hand, a positioning statement is usually specific, often outlining the target market and the reason why the product or service is different and better than others.
On the other hand, a mission statement is a broad, more public, declaration of an organization’s core purpose. More often than not, it communicates the company’s goals, its approach to reaching those goals, and also, its values.
Now that the definition is out of the way, let’s take a closer look at the shape and form of a positioning statement through some hypothetical examples.
CloudSecure Solutions (B2B SaaS): “In the crowded cybersecurity market, CloudSecure stands out by offering a user-friendly, AI-enhanced security platform that simplifies complex defenses for businesses without in-house IT security expertise, making top-tier cybersecurity accessible to all.”
GreenPlug Home Essentials (eShop): “GreenPlug positions itself at the intersection of eco-consciousness and home comfort, offering a range of products that transform homes into eco-friendly sanctuaries without sacrificing quality or design, setting a new benchmark for sustainable living.”
HealthTech Innovations (Hybrid B2B & B2C): “For individuals and businesses navigating the complex world of health technology, HealthTech Innovations stands out by providing intuitive, personalized tech solutions that enhance health management and decision-making.”
Creating a strong positioning statement involves a clear process. Here are a few simple steps to help you create your own.
This is your main argument or the key point you’re trying to make. Keep it focused and direct to ensure your positioning statement is clear and impactful.
A positioning statement is not your academic thesis so use straightforward language to make your point. Avoid any fluff or jargon that might confuse your reader.
You can be persuasive in many different ways. Appealing to logic by using clear reasoning, appealing to emotion by connecting on a human level, or establishing credibility by showing your expertise are all equally legitimate options.
You now have a pretty good first version of your positioning statement. Next, go over your statement again, looking for ways to make it stand out. Cut out anything that doesn’t help make your argument stronger.
Looking for more hands-on help? These positioning statement templates will surely come in handy.
[Brand Name] isn’t just any [product/service]; it’s the go-to for [target audience] craving [unique benefit or value proposition]. Forget [main competitors]—our secret sauce, [key differentiator], catapults you straight to [desired outcome for the customer], no detours.
For [target audience] bogged down by [describe the need or problem], [Brand Name] is the beacon of hope. We’re not just offering [product/service]; we’re delivering [key benefit] with a twist. Our magic ingredient, [key differentiator], not only sets us leagues apart but also makes us the [reason why this is important to the target audience]‘s new best friend.
[Brand Name] doesn’t just serve [product/service]; we revolutionize it for [target audience] with our focus on [key feature or aspect]. While others [competitors] play catch-up, our formula, [key differentiator], is busy rewriting the rules, empowering [target audience] to [achieve a specific goal or solve a specific problem] with unprecedented ease.
In the bustling [industry/market], [Brand Name] shines like a diamond with its [product/service] that’s more than just beneficial—it’s [specific benefit or feature] redefined. Designed with [target audience] in mind, our [product/service] breaks new ground with [key differentiator or unique selling proposition], handing [specific outcome or advantage for the customer] on a silver platter.
[Brand Name] brings a fresh perspective to serving [target audience], with a [product/service] that doesn’t just [addresses a specific need or desire]; it reimagines it. While [competitors or traditional solutions] are stuck in the past, we’re busy [how you do it differently], sealing the deal with [benefit or value that resonates with the target audience] that’s too good to pass up.
Even if you don’t use any of these word-for-word, they are a good starting point to draw inspiration from.
In contrast to mission statements, positioning statements are more often internal tools than public disclosures.
That said, here are some examples that reflect the positioning of well-known brands, based on their public communications and perceived brand image.
“Volvo is for people who value safety, reliability, and Scandinavian design in their automobiles. Unlike other luxury car brands, Volvo’s focus on safety innovations and sustainable driving experiences ensures peace of mind for families and environmentally conscious drivers.”
Why it works: Volvo’s emphasis on safety is legendary. By highlighting this in their positioning, they connect with their target audience who prioritize safety over other features.
“Dove champions real beauty in every person, offering personal care products that not only nourish the skin but also encourage self-esteem, distinguishing itself from brands promoting unattainable beauty standards.”
Why it works: Dove’s positioning goes beyond the product to address societal issues, as it usually does with its viral videos, resonating with consumers on an emotional level. Dove wants to stand for more than just its products and create deep emotional connections.
“Warby Parker offers stylish, affordable eyewear online, with a home try-on option, making it convenient and risk-free for consumers to find the perfect glasses, unlike traditional eyewear retailers.”
Why it works: Warby Parker’s model addresses common pain points in buying eyewear: cost, style, and convenience. Disrupting traditional shopping experiences can help any brand stand out.
“Lush crafts ethical, handmade cosmetics for eco-conscious consumers, using fresh, organic ingredients, unlike mainstream beauty products that rely on synthetic compounds, ensuring a guilt-free beauty experience.”
Why it works: Lush’s focus on ethics, sustainability, and natural ingredients appeals to consumers’ growing environmental and ethical awareness.
“Spotify provides music lovers with unlimited access to a vast library of music and podcasts, allowing for personalized and discoverable listening experiences, setting it apart from traditional music services with limited options.”
Why it works: Spotify’s emphasis on personalization and discovery taps into how people want to experience music. Catering to individual tastes can make a service indispensable.
A positioning statement is more than part of your branding and a paragraph on your website; it’s one of your business compasses.
Whether you want to create your own positioning statement as part of your branding or rebranding or due to product pivoting, maybe we can help!
We’d love to hear from you so feel free to contact us and let us know what you have in mind.
I write for GrowthRocks, one of the top growth hacking agencies. For some mysterious reason, I write on the internet yet I’m not a vegan, I don’t do yoga and I don’t drink smoothies.
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