Brand positioning is all about differentiating your brand from all of your competitors to leave a lasting impression on your target audience. When crafting your brand positioning strategy, your goal is to create brand associations in consumers’ minds so they perceive your brand as being favorable and different. Effective brand positioning requires a complete understanding of your target consumer, your brand, and your competitors’ positioning so that you can create a distinct brand image that resonates with the target market.
It seems simple enough, but it’s not as easy as it seems. With all of the messages bombarding consumers each and every day, marketers have to nail brand positioning. To help you in your quest to position your brand perfectly, we have rounded up 50 of the top examples and tips from agencies, major brands, and more. Our top picks come in the form of articles, how-tos, case studies, and other resources from innovative marketing agencies, marketing experts, and top brands. To help you find the most relevant inspiration, our 50 exceptional brand positioning examples are categorized for easy reference and alphabetized within each category, but they are not ranked in order of value or importance.
- Agency Brand Positioning Examples and Tips
- Enterprise Brand Positioning Examples and Tips
- General Brand Positioning Examples and Tips
Agency Brand Positioning Examples and Tips
Slovak STARTUP is a group of startup enthusiasts offering a startup media platform to the world. In this article, they provide a thorough overview of positioning statements and explore how they should guide all marketing activity and help you “focus on the essence of who your customers are and why they should buy from you.” They also list examples of brand positioning to illustrate various points of differentiation, such as AirView’s use of cultural symbols to explain their value proposition – “Uber for drones” – of having the option to request drones on demand.
Three tips we like from 5 Steps to Create Effective Positioning for Your Startup:
- Begin by identifying your main target customer group and focusing on them; plan to develop additional positioning statements for secondary targets
- Determine what makes your brand different from the alternatives, including indirect competitors
- Be prepared to prove your point of differentiation
Step Change is a digital creative agency operating at the space where strategy meets creativity to deliver a full ground-up digital offering to challenger businesses. Their guide to brand positioning reminds readers that the goal is to remain top of mind among customers by determining what your brand is known for and then creating a distinct position for it in customers’ minds. To help you craft an effective brand position, they offer 23 brand positioning territories that successful businesses use, from reliability to personal enrichment. They also share examples from top brands to illustrate each territory, such as Toms Shoes being socially responsible.
Three tips we like from The Advanced Guide to Brand Positioning:
- You cannot talk about the same things as your competitors and expect to differentiate your brand
- Remain top of mind in customers’ minds because nobody remembers numbers two or three
- Define the strongest, most persuasive thought you want to be known for in customers’ minds and focus on owning it
Bruce Kasanoff is a storyteller and co-author of I AM. His LinkedIn article explores the brand positioning of Summit Coffee, a staple in Davidson, North Carolina. It also shares a blog post written by Brian Helfrich, Summit Coffee co-owner, which Bruce describes as a prime example of a positioning statement.
Three tips we like from The Best ‘Positioning’ Statement Ever:
- Use vision and heart when writing your position statement
- Small companies benefit just as much from brand positioning as huge companies
- Think about how others perceive your company when drafting your position statement
The Sponge works with entrepreneurs to create awe-inspiring, story-rich brand names and brand identities that resonate with the right buyers. In his article for The Sponge, Luke Faccini, brand storyteller and strategist, reflects on the original definition of brand positioning from Al Reis and Jack Trout and asserts that in today’s business world, “owning a distinct value position is just as important in a market of any other size.” He also offers tips for positioning your brand offers suggestions for each step of the way.
Three tips we like from Brand Positioning and Why It Is Crucial for Your Business:
- Poll clients to understand where they think you have provided the most value to them and how they would explain it to someone else
- Study the competition to know which stories and value propositions they sue
- Find the most distinct, untapped value statement and build your brand around it
EquiBrand founder, CEO, and managing partner, Tim Koelzer helps grow strong brands and businesses. In this brief, yet informative article, EquiBrand explores four common ways to position a brand and shares examples of companies and organizations using each, with a focus on their taglines.
Three tips we like from Brand Positioning Examples:
- Consider positioning and owning the category benefit, such as Volvo with safety, and Walt Disney Company with magic
- Try positioning how your company does business, such as Walmart always offering the lowest price and Burger King ensuring you can have it your way
- Brand positioning should be enduring, but it should change often and reflect marketplace changes over time as new competitors, technology, and benefits come into play
Ervin & Smith is a digital agency working to create things that matter while helping brands stay relevant and innovative. In this article, the agency explores brand positioning statements and taglines as the foundation of brand strategy. As they point out, your positioning statement and tagline have to convey your entire brand and the basis of your strategy using just a few words.
Three tips we like from Brand Positioning Statements and Taglines:
- Your statement is the foundation for building long-term brand value; for example, Target’s positioning statement, “style on a budget,” influences their products, social offers, mobile functionality, and more
- Use a template to ensure your positioning statement says all that it needs to without saying too much
- Build your tagline out of your positioning statement
Hinge Marketing takes branding and marketing to a higher level as it pioneers the new science of growth for professional services firms. Dr. Lee Frederiksen’s Hinge article examines professional services marketing today and explains why brand positioning is so relevant to businesses today. He makes his case by using examples of companies that own their categories, including Coke, Pepsi, and FedEx.
Three tips we like from Brand Positioning Strategy for the Professional Services:
- Remember, any professional services firm can build a strong connection between your brand and idea as long as your positioning is different and visible
- A well-defined brand position gives your firm several advantages, including providing a conceptual template for your brand, marketing messages, services, and pricing structure
- Positioning strategies exist in many forms, such as cost-driven positioning, nice service specialization, industry specialization, role-focused specialization, and quality of service positioning
Tom Dougherty, Stealing Share founder and CEO, is a brand strategist, social commentator, writer, and business consultant. In this article, Stealing Share cautions you against confusing brand and brand positioning with your corporate identity. The article reminds readers that the brand must reflect “who your target audiences are when they use you” and points to Apple as a top example.
Three tips we like from Brand Positioning to Win More Market Share:
- Stay on message consistently and powerfully
- Avoid thinking about brand as being about the company itself; brand is about the customer
- If you get confused about brand positioning, think about Harley Davidson; the brand is about the people who ride Harleys, the “heavy duty bikers to weekend rebels who yearn to be a bit of a rascal even if they are civilized at home”
Craft Beer & Brewing Magazine is an independent publication that examines the challenges and opportunities facing today’s brewing industry. Their branding and marketing article may include examples specific to brewery owners, but the insights and tips from CODO Design consultants apply to any business owner or marketer looking to set your company apart while telling your story.
Three tips we like from Brand Strategy: Positioning Your Brewery:
- You need to succinctly understand how you are different from all your competitors
- Use a matrix to help you determine how to differentiate yourself
- Your story needs to align with your overall concept
Impact is an inbound marketing agency and HubSpot Diamond Partner. Stacy Willis’ article centers on four styles of brand strategy. Stacy encourages you to think of your brand strategy as a set of driving directions with positioning determining your location and destination. To know where you are and where you’re going, you’ll likely use one of four styles of brand positioning, which Stacy outlines and illustrates with examples.
Three tips we like from Brand Strategy: Which of These 4 Popular Styles is Right for You?:
- Consider using the arm wrestling style when you are in a well-established market that does not have a clear leader
- If you are in a market with a segment that is being underserved by the existing market leader, use the big fish, smaller pond brand strategy
- Tesla and Apple use the strategy of reframing the market, and you can follow their lead if your product or service is innovative
Weidert Group is a B2B inbound marketing agency and Platinum HubSpot Partner helping companies in supply chain, finance, AEC, and equipment manufacturing attract and close more opportunities. Meg Hoppe’s Weidert article begins by highlighting Bounty paper towel’s position and guides readers through the effort of determining your brand position.
Three tips we like from Do You Have a Positioning? Then You Have Messaging:
- Positioning helps your target understand your company and acts as a guide for your content
- When determining what differentiates you, be as specific and realistic as possible
- Begin your brand positioning work with a basic framework for a positioning statement
GA Creative is a Seattle agency offering content marketing, graphic design, website design and development, direct mail marketing, social media, and inbound marketing. If you work in a healthcare system or hospital, their article will help you craft an effective and credible strategy because it shares examples of brand positioning for three of the most common brand stances: excellence, innovation, and caring.
Three tips we like from Healthcare Brand Positioning Statements: Which Camp Do You Fall In?:
- Use Stanford Health Care, MedStar Health, and Scripps as guides for using the excellence stance
- Memorial Sloan Kettering, Dartmouth-Hitchcock, and Brigham and Women’s Hospital’s campaigns center on innovation
- To focus on caring, look to Dignity Health, Navicent Health, or the Cleveland Clinic as prime examples
Beloved Brands works to help brands find new ways to grow. Graham Roberson is the founder and CMO of Beloved Brands, and his article on brand positioning guides readers through using clusters to identify which benefits differentiate you and are most ownable for your brand. Graham also uses the fictional cookie brand Gray’s Cookies to help you see how to put his advice into practice.
Three tips we like from How to Build Your Brand Positioning Statement Around Benefit Clusters:
- Find where your clusters of functional and emotional benefits match with what consumers want and what your brand does better than your competitors
- Build on general benefit to apply your unique brand language to craft benefit statements
- To define your brand, use the benefit cluster tool
The Cult Branding Company helps you learn more about your customers than anyone else so you can outperform your competitors. Their brand positioning article asserts that companies should take an intelligent, forward-looking approach when developing a position in order to create a positive brand perception in the eyes of target customers. The Cult Branding Company also showcases Amazon and Zipcar’s positioning statements.
Three tips we like from How to Create Strong Brand Positioning in Your Market:
- Follow seven key steps to clarify your brand positioning
- Your positioning statement must contain four essential elements: target customer, market definition, brand promise, and reason to believe
- Use 15 criteria to evaluate your brand positioning strategy and ensure it will help you make effective decisions that differentiate your brand, attract target customers, and beat your competition
LemonStand is a customizable eCommerce platform for fast-growing online retail brands. Their article emphasizes the need for brand positioning for companies that are equipped to adapt to evolving markets, consumer behavior, and content consumption. While it focuses on eCommerce fashion and lifestyle, the article applies to nearly any brand because its examples center on brand positioning best practices for any industry.
Three tips we like from How to Position Your Lifestyle and eCommerce Fashion Brand:
- Look to Pyermoss as an example of differentiation and using consistent brand messaging across touchpoints
- Connect personally with your audience, instead of relying on surveys and focus groups, to beat the competition; see how Alison Lou has done it
- Focus on a single category to gain an audience and evolve later, like Kenzo did
Allee Creative, a marketing and branding services company, provides successful planning and implementation in marketing strategy, content, branding, and online communication. CEO Melissa Harrison’s article offers tips for writing a positioning statement and shares a few examples to help you determine whether you’re on the right track with yours.
Three tips we like from How to Write a Positioning Statement for Your Brand:
- Keep your positioning statement succinct to position your brand as strong and knowledgeable
- Aim to get your brand statement to 40 words, essentially an elevator pitch that tells everyone who you are and what you do
- Remember that your positioning statement is the first impression you give to others to provide the overview of your brand
Smartling combines enterprise localization technology with language services to help brands achieve their global aspirations. Their Market Positioning Strategy Guide reminds readers that consumers are inundated with advertising messages, so companies must hit the mark with brand positioning to cut through the clutter and reach people’s minds to make a lasting impression. The guide is comprehensive, sharing tips and steps for creating an effective positioning strategy, in addition to examples of position statements from leading companies.
Three tips we like from Market Positioning Strategy Guide:
- There are seven basic steps to follow when undertaking market positioning: draft a positioning statement, compare and contrast to identify your uniqueness, analyze competitors, determine current position, analyze competitor positioning, develop a unique positioning idea, and test the effectiveness of your brand positioning
- If your audience misunderstands you, you misunderstand yourself on some level
- Every word of your positioning statement should be deliberate and backed by your data to build an authoritative, credible brand
Innis Maggiore, a leading positioning agency, helps companies tell their stories. Their article emphasizes the need for positioning to rise above the noise and plant your competitive difference “firmly in the minds of your prospects.” They also look to Dove, Starbucks, Uber, and Google as being positioning leaders.
Three tips we like from The Point of Positioning:
- Positioning should focus on the most advantageous competitive difference you have to offer
- Dove establishes its difference by being the “beauty bar” instead of soap
- The more unique and meaningful your positioning is to the consumer, the higher your marketing value
360 Direct takes a holistic marketing approach to consider your business from all angles. In her SlideShare presentation for 360 Direct, Nicole Agen provides an overview of the positioning statement and shares some non-examples to help you avoid common mistakes when crafting your brand positioning. She also highlights Volvo in a positioning case study example.
Three tips we like from The Positioning Statement Debriefed:
- Avoid using language that is “target audience-ready” like an elevator pitch
- Ensure your positioning statement is relevant, unique, credible, clear, and stable
- Tailor your brand positioning for each communication channel
CMG Partners is a marketing consultancy with more than 20 years of experience helping complex organizations become more agile, relevant, and growth-driven. Their article centers on six brand positioning strategies to revitalize your brand and highlights a CMG success story with a major telecommunications and technology provider looking for a brand positioning strategy.
Three tips we like from The Top Brand-Positioning Examples to Revitalize Your Company:
- Set brand goals based on quantitative metrics and targets
- Reestablish your brand across multiple customer touchpoints
- Try positioning your brand as a compelling and evolving entity
Enterprise Brand Positioning Examples and Tips
Gurulocity is a marketing education company helping small business owners and entrepreneurs perfect their craft and unlock their potential. Their article puts Aveeno’s brand positioning under the microscope and uses it as a prime brand positioning statement example. It also utilizes Gurulocity effective template for brand positioning to illustrate how to use it for your own brand.
Three tips we like from 4 Reasons Why Aveeno’s Brand Positioning Statement is Great:
- Don’t be afraid to make your brand point of view go far enough in its assertions
- Make your positioning single-minded and simple with consistent execution
- Identify and center on a unique point of difference while showing a clear benefit ladder
Figmints is a creative design studio focusing on branding and identity, interactive UI and UX, video storytelling, and marketing know-how. Harris Roberts’ Figmints article calls out five examples of competing brands, including Simple, Tesla, and Jetblue, to illustrate how to tailor marketing to emphasize differentiation to consumers.
Three tips we like from 5 Examples of Great Brand Positioning Strategy:
- Find gaps in the existing market and position your brand to fill the needs created by them
- Put your brand positioning into all of your communications
- Differentiate via great branding and work to build brand equity
Bethany Shepard is a strategist making her way in the design and marketing world. her HubSpot article showcases the critical need for differentiation in brand positioning and points to 12 companies that are winning by not playing it safe and excelling at differentiating themselves from the competition.
Three tips we like from 12 Companies That Brilliantly Differentiated Themselves from the Competition:
- Look to LUSH for an example of a company that is unlike all others with simple, genuine branding and a massive cult brand following
- Analyze how T-Mobile creates messaging aiming directly at customers’ largest pain points and away from their biggest flaw
- For tips on positioning yourself as an industry thought leader, look to Zendesk and the way in which they offer best practices to customers
Marketing91 is a leading portal for marketing students and professionals. Hitesh Bhasin’s Marketing91 article highlights nearly two dozen companies that have top brand positioning in each of their sectors, from BMW and Audi in the automobile sector, to Coca-Cola and Pepsi in the food and beverages sector.
Three tips we like from 21 Companies with Top Brand Positioning in Their Sector:
- Great brand positioning may mean that consumers know products better than parent companies
- Keep your brand positioning current and relevant because even companies with top brand positioning can lose their spot in the top of customers’ minds
- Make brand equity part of your brand positioning strategy
Marketing Week shares news, views, and more from the world of marketing. Sarah Vizard’s Marketing Week article examines how Asics is altering its marketing strategy to make itself known to consumers for more than running gear.
Three tips we like from Asics in Biggest Brand Shakeup in 25 Years As It Looks to Broaden Appeal:
- Rebranding often involves making emotional connections with consumers
- It may be helpful to stop thinking in terms of campaigns and start thinking in terms of connecting brand and philosophy while articulating your mission
- Don’t be afraid to change your wording to connect to local areas while achieving a global reach
Branding Insider helps marketing leaders and professionals build strong brands. C.W. Park’s Branding Insider article offers insight into crafting a brand positioning statement and examines Royal Caribbean and Petco as chief examples.
Three tips we like from Brand Positioning for Competitive Advantage:
- Allow your brand positioning to guide your other marketing efforts to attract more customers
- Don’t confuse a positioning statement and a mission statement; positioning statements are directed at customers, and mission statements are directed at employees and are more abstract
- Positioning statements require strategic thinking about the target market, the brand identity, and the implementation
BrandUniq is a strategic marketing blog offering practical insights on building strong and differentiated brands. Michael Baicoianu is the marketer behind BrandUniq. His article examines the ways in which companies like Mercedes-Benz and Apple position their brands on emotions.
Three tips we like from Brand Positioning on Emotional Benefits:
- Building a differentiation strategy on emotional benefits removes the need to continually innovate products
- Brand positioning on emotional benefits leads to a deeper customer level of brand engagement
- Change your focus from your brand’s functional features to the intangible ones to have a more flexible, creative marketing communication strategy
Derrick Daye, managing partner and brand consultant at The Blake Project and the publisher of BrandingStrategyInsider.com, helps brands build and communicate value. He also writes informative articles about branding like Brand Positioning Statement Example: Zipcar. This article examines this big brand’s strategy of using a competition-based perspective and emphasizing their superior service as an alternative to owning a car.
Three tips we like from Brand Positioning Statement Example: Zipcar:
- You must modify your brand positioning as new competitors enter the market
- Consider focusing on brand essence
- It is helpful to allow your brand positioning to evolve from one based on competition to one that emphasizes customers’ goals as people get to know your brand
LeadFuze is a lead generation software platform that helps growth-focused teams spend more time with qualified leads who want to talk to you. Josh Slone, head content writer for LeadFuze, shares his step-by-step guide to writing brand positioning statements in this article, which also includes examples for big brands like Disney and Slack.
Three tips we like from Brand Positioning Statement: A Guide to Creating and Owning Yours:
- Begin with a detailed brand positioning statement and then abridge it to get a different nuance and hone in on the value you can provide to a target audience
- To perfect your positioning statement, practice by writing them for well-known brands
- Consider reverse engineering slogans of competitors to determine what makes them unique
Bruce Turkel is known for creating some of the world’s most compelling brands. He is a captivating speaker and author of the new Amazon bestseller All About Them. He also shares his expertise on building brand value at turkeltalks.com, which features this article on brand positioning. Bruce examines The North Face and Apple in the article while exploring the topics of authenticity and identification in relation to branding.
Three tips we like from Brand Positioning. Positioning Brands.:
- Brands that are authentic are easier for consumers to identify with
- Your brand should tell the world who your users are
- Because Apple is a leader in effective brand positioning, they go to great lengths to demonstrate that their products are designed with users in mind
Brian Sutter is marketing director at Wasp Barcode. He also is a contributor for Forbes, where he shares his ideas about strategy and online marketing for small businesses. Specifically, this Forbes article features Brian’s insight into creating lasting perceptions about brands to help you stand out from the competition. He looks to 7UP, Chipotle, and Avis as leaders in brand positioning.
Three tips we like from Easy Tips on How to Create a Brand Position for Your Product or Service:
- Positioning should shape every aspect of your marketing strategy
- Don’t go head-to-head with a company that has a strongly established position; think about how 7UP changed the public’s perception of what a soda is and about how Chipotle set themselves apart with their “Food with Integrity” positioning
- Use positioning to change consumers’ perception, help them see your content, and get them to appreciate and act on it
Martin Roll is a business and brand strategist, author of Asian Brand Strategy, and CEO mentor who facilitates C-suite change. He also shares his insight into branding in various articles, such as this one that examines the effectiveness of Fiji Water’s brand strategy. As Martin explains, Fiji is successful because they are better storytellers and have credible facts to support their story.
Three tips we like from Fiji Water – The Exotic Water Brand:
- Work to create a powerful story around your product
- Use intelligent and genuine branding to elevate your brand
- To become an iconic brand, you must create an exciting myth, conduct precision marketing with personal relationships and product placements, and have a controlled distribution strategy
As a marketing, brand, and business development consultant, planner, and guide, Jerome Conlon works to change brands’ fortunes. He also is the author of Soulful Branding – Unlock the Hidden Energy in Your Company and Brand and a partner at The Blake Project. In this LinkedIn article, Jerome details his role in helping Starbucks become an iconic brand.
Three tips we like from Five Lessons from Starbucks on Brand Positioning:
- Brand development work should include asking brand positioning questions and getting feedback from senior executives
- Conduct brand backstory research to “sift for insights like gold miners would pan for gold”
- Use meditation and guided visualization to capture the shared romantic ideal and the imagery that solidifies your brand positioning
StartupYard is an acceleration program for technology startups that works to help companies build a viable product, launch fast, and prepare to get funding. Lloyd Waldo’s Startup Yard article is one of their most popular pieces, thanks to the methodology it proposes and the expertise the Startup Yard team pours into it as they continue to update it with all they have learned from helping position brands over the years.
Three tips we like from The Positioning Statement: Finding a Window Into the Mind:
- If you think of positioning as a promotional tool, you will see it everywhere; for example, Apple used PC brands as foils in their messaging
- One effective strategy is focusing on what you are not, rather than on defining what your products are
- Keep in mind that product positioning is a sub-discipline of positioning as a whole that has the same general philosophy but its own specific methodology
PUMA is one of the world’s leading sports brands. They design, develop, sell, and market footwear, apparel, and accessories, and they now are on a mission to be “the fastest sports brand in the world.” This mission reflects PUMA’s new brand positioning of being Forever Faster, and this article explores their strategy for improving their brand and reaching their objective.
Three tips we like from PUMA – Strategy:
- Your company’s mission should reflect your brand positioning and serve as the foundation for all of your actions and decisions
- Repositioning your brand can take years as you strive to reach your objective
- Identify your brand values and take advantage of every opportunity to showcase them and your new brand strategy
The Branding Journal is a website sharing news, insights, and case studies about brand strategies. They cover branding, advertising, packaging, logo design, and more. This Branding Journal article includes a thorough introduction to brand positioning and uses Australian Yellow Tail Wines as an example of powerful positioning. As the article points out, the brand intended to enter the U.S. market and wanted to be perceived as being vastly different from the majority of sophisticated wine brands with difficult wine terminology.
Three tips we like from A Simple Definition of Brand Positioning:
- Focus your brand positioning efforts on how you want to be perceived, and how that perception differentiates you from all your competitors
- Align your communication strategy with your positioning and rely on brand ambassadors
- Ensure your price aligns with your brand positioning
Africa Business Communities is a B2B publisher empowering companies and organizations to connect with African business professionals. This article examines how Vodacom, one of South Africa’s best-known brands, is evolving its brand positioning strategy, tagline, and global visual identity as they shift their focus to optimism with the new tagline: “The future is exciting. Ready?”
Three tips we like from [South Africa] Vodacom Announces New Brand Positioning Strategy:
- Your brand positioning should reflect how you do business and align with your vision and strategy
- Keep your brand promise in the forefront
- Don’t be afraid to refresh your logo and tagline to align with your new brand positioning as your company evolves and new competitors arise
General Brand Positioning Examples and Tips
Infusionsoft provides sales and marketing software for small businesses. Their Knowledge Center is a robust resource for all things marketing, and this article by Re Perez explores the five-phase brand-building process used by his leading branding agency, Branding for the People. Re asserts that brand positioning is a critical component of staking a place in the target audience’s mind and honing your unique stance in the marketplace.
Three tips we like from 7 Reasons Why Brand Positioning Is Your Ally:
- Begin with brand positioning; it must precede all of your other efforts, including choosing a logo and colors
- Brand positioning helps consumers make decisions and choices more quickly; effective brand positioning triggers emotional responses from your target audience
- You can compete on value instead of price when you get brand positioning right
Brandwatch is a leading social intelligence platform. Writer and marketing expert Kit Smith’s Brandwatch article explains brand positioning and suggests you take part in a journey to perfect yours. Kit also shares a video from Apple to illustrate how to evoke an emotional response with your brand positioning statement.
Three tips we like from Ask an Expert: How to Write a Brand Positioning Statement:
- You must understand the benefits you bring to customers; evoking emotional responses through these benefits is a powerful marketing tool
- Your positioning statement is an internal document rather than a tagline, but it must be short to be clear and memorable for everyone in your organization
- Listen to the voice of the customer to check the impact of your messaging and understand the language people use and the brand associations they have when discussing your company
Jacqui Genow is a marketing consultant helping small businesses provide clarity and direction in reaching their marketing goals by building marketing roadmaps. She also is the woman behind J. Genow Marketing, an independent marketing consultancy. In this article, Jacqui takes readers back to the fundamentals of branding and details the process involved in writing effective positioning statements.
Three tips we like from Branding 101: The Positioning Statement:
- Getting to the point of aligning your purpose vision, audience, and unique perspective begins with your positioning statement
- Effective positioning statements bring direction and focus to your business and help your service offerings, marketing message, and business goals fall into place
- Positioning statements can seem simple; don’t be duped into thinking you can write one quickly and without conducting research
Forma is a leading life science marketing firm that works to make the complex compelling for sophisticated audiences. David Chapin’s Forma article likens brand positioning to your brand’s DNA and highlights the keys to crafting an effective statement while providing a template to help readers create your own positioning statement.
Three tips we like from Crafting a Clear, Effective Positioning Statement for Your Life Science Brand:
- The language describing your positioning is important because it helps differentiate your brand from competitors
- Your goal is for the target audience to think of your company as the top provider
- Getting the unique benefits of your brand positioning right is critical in developing a successful statement
Qlutch provides access to detailed, step-by-step plans for hundreds of marketing projects. When it comes to creating a brand positioning statement and brand story, this Qlutch plan is useful in that it guides you to determine exactly what your brand stands for. It includes examples and templates to help you along the way.
Three tips we like from Create Positioning Statements and a Brand Story:
- Your brand experience should embody your positioning
- It is helpful to think of your brand as a person and then describe it as such
- Your brand should stand for one thing in customer’s minds to capture the all-important mindshare in the market; for example, FedEx is the overnight delivery brand, Volvo is the safe care brand, and Heinz is the ketchup brand
azcentral.com and The Arizona Republic comprise Arizona’s top local site and newspaper. Neil Kokemuller, marketing professor, content media website developer, and business, finance, and education writer, provides a comprehensive look at brand positioning and offers tips for crafting yours in his azcentral.com article.
Three tips we like from Examples of Brand Positioning Strategy:
- Your brand positioning strategy must be an intentional and proactive effort
- Successful brand positioning attracts customers, gains marketing share, and builds a loyal following
- You can build your positioning strategy around product quality like Apple and Starbucks, elite service like Nordstrom’s, value like Ford and Target, or responsibility like Ben & Jerry’s
The Houston Chronicle, one of the largest U.S. newspapers, delivers in-depth coverage of local issues in addition to covering state, national, and international news. Amy Guettler’s Chron article explores the most common positioning strategies companies use to anchor their brands.
Three tips we like from Examples of Brand-Positioning Strategy:
- The right positioning strategy helps you create an indelible impression that allows consumers to engage with your brand on a more personal and emotional level
- Strong branding elevates company, product and services awareness
- The most common positioning strategies include quality positioning, value or price positioning, benefit positioning, problem and solution positioning, competitor-based positioning, and celebrity-driven positioning
Titan Web Marketing specializes in web design, development, and online marketing services. Olivia Nishi’s Titan article provides several examples of real-world brand positioning statements and taglines to help readers learn more about creating successful statements.
Three tips we like from Examples of Successful Brand Positioning Statements:
- Brand positioning statements especially benefit businesses that do not have strong brand presences or that are associated with something other than what is intended
- Brand positioning statements can continually change with trends and different generations to remain current and continue to appeal to audiences
- While taglines and position statements differ, they influence one another
Domenick Celentano has his MBA in food marketing and is a food entrepreneur with extensive marketing and operations experience. His article for The Balance walks readers through developing a food business marketing plan offers a five-step process for improving food business marketing strategies with brand positioning.
Three tips we like from Food Business Marketing 101 – 5 Step Product Positioning:
- No matter your size, you need to pursue brand positioning because you don’t want to be responsible for one of the 80% of failed new products
- Positioning statements should be concise and do not need to be complex to be effective
- Your positioning statement should communicate clearly and succinctly to your packaging, marketing, and website professionals
Web Traffic That Works helps users create a powerful online presence to grow and accelerate your global footprint. Their article explains the difference between taglines and positioning statements, details the brand positioning strategy process, and offers examples of strong positioning statements.
Three tips we like from How to Create a Brand Positioning Strategy and Own Your Marketplace:
- Effective positioning statements guide your marketing activities and support your brand and operating decisions
- Positioning statements guide you to make key decisions that affect your customers’ perceptions of your brand
- Your positioning statement should be simple, direct, and tangible while speaking to your target audience in a clear, concise manner
David Bailey is an entrepreneur, co-founder of Cheeky Weekend, venture partner at Downing Ventures, and CEO coach at dave-bailey.com. His Medium article outlines a process for clarifying your product’s positioning and emphasizes the need test it.
Three tips we like from How to Test Your Positioning – Never Give Up:
- If your marketing strategy isn’t working, overhaul your positioning, communications, and feature set and validate your position in the market
- Through crafting an effective positioning statement, you gain a deeper understanding of your target segment and why they will choose you over competitors
- When writing your positioning statement, be as concise and specific as possible and remember that you don’t have to position for the whole world; rather, position for the user role to which your product adds the most value
eCornell expands the research of Cornell University to individuals and organizations worldwide via online learning. As the Associate Dean for MBA Programs and Associate Professor of Marketing at Cornell University Johnson Graduate School of Management, Doug Stayman offers a guide for writing marketing positioning statements in this eCornell article. He also provides a free Market Positioning Statement generator to help take your business to the next level.
Three tips we like from How to Write Market Positioning Statements:
- Even if your positioning statement reads like your promotional materials, it should be used as an internal tool
- Each product and marketing decision you make for your brand should align with and support your positioning statement
- Effective positioning statements help you maintain focus on your brand and its value proposition while you work on market strategy and tactics
Total Spectrum Advertising is a full-service marketing agency for mid-market B2B companies. Their article on brand positioning statements encourages you to think of yours as a filter for making decisions about all your marketing activities. It also shares the most common attributes of effective statements.
Three tips we like from The Secrets of Successful Brand Positioning Statements:
- Narrowly focus your statement and focus on positioning your brand to your best target audience, rather than all your target audiences
- Now that we are in the digital age, you need a short-form brand positioning in addition to a long-form one
- Your brand promise communicates a benefit offered by your brand; it is more effective to make this an emotional benefit than a rational benefit