Having a stellar positioning statement is key to making your brand stand out. It’s the “how” of what you do and yet so many companies overlook this critical piece of a brand. There may be many companies that offer the same product or service as yours, but only you do it your way. A positioning statement (aka slogan or tag line) is your chance to set yourself apart from the competition. Your chance to position yourself. It is the guiding force of your brand.
Powerful Positioning Statement
In a previous blog we shared about the power of a brand, and the positioning statement is a key element to a strong brand. It’s difficult to develop a brand positioning statement without the help of a marketing professional who can help guide the discussion, in a former blog we explained the elements that go into a positioning statement and one can deduct after reading, that it’s best to seek the help of a marketing professional.
Because a positioning statement tells your audience why your product, or service is unique from similar products/services in the market it must be crafted with a clear and precise message. The statement typically provides the central focus and direction of a company, and the unique reputation they intend to create for the brand.
It must answer these critical questions
- Does it effectively differentiate your brand?
- Will it grow with you? (does it allow for long-term success?)
- Does it paint a clear mental image?
- Does it speak to your core audience?
- Is it easily understood?
- Will it stand out amongst your competitors?
- Is it unique?
- Is it memorable?
- Does it reflect your brand’s personality?
Examples of Successful Positioning Statements
- Apple – Think different.
- Kentucky Fried Chicken – Finger Lickin’ Good
- Nike – Just Do It
- Arby’s – We Have The Meats
- M&Ms – Melts in Your Mouth, Not in Your Hands.
- Wheaties – The Breakfast of Champions.
While a positioning statement is a key piece to your brand, it doesn’t stop there.
A good brand must also consider logo development, color, typography, to name a few. Consult the help of a marketing professional to ensure
xSynergy Marketing is a division of xSynergy Solutions, based in Centennial, CO. As a true, full-service marketing partner, we can manage all aspects of your marketing needs: branding and design, website development, digital marketing, social media management, paid search, content management, photography, and video production. Contact us today for a complimentary marketing analysis of your existing collateral.