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Mastering the Art of the Positioning Statement

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One of the key pieces generated in a branding workshop is the brand’s Positioning Statement. Similar to a mission statement, this is a concise paragraph that is the foundation of the brand. It articulates your brand’s authentic points and shows how the brand differentiates from the competition.

In this article, we’re going to look at why creating a crystal-clear Positioning Statement is so important, and why it’s essential to do it before developing a marketing strategy. (It’s also crucial for overall decision-making). We’ll also look at the best practices for making sure the statement encapsulates and ultimately supports all aspects of the brand. 

Why Does A Brand Need a Positioning Statement?

Think about all of the decisions that are made every year, or even every day, about a brand. All of them need to be aligned with what the brand represents to help advance it toward the desired end state. 

Having a crystal-clear Positioning Statement keeps all facets of the day-to-day operations moving in the same direction. Without this foundation, money and time can be wasted on off-brand efforts.

This is especially true when developing a marketing strategy. The Positioning Statement makes sure the brand is rooted in its sweet spot. That let’s it shine among all the others out there!

Let it Flow

The Positioning Statement flows naturally from what was generated in the workshop sessions up to this point. Let’s do a quick review of the exercises:

  • Beliefs and values
  • Previous successes and fall-outs
  • Unique traits of the products or services
  • Authentic Points and Proof Points
  • Ideal Customer Persona

After these things are clarified, there’s no need for any more research or discovery. Instead, workshop participants will only revisit what has already been uncovered about the brand in these sessions. This will lead them to a genuine Positioning Statement.

If you want to learn more about each of these components, the Brand Strategy Framework goes through all of these exercises (and more).  

Connecting the Dots

The Positioning Statement template included in the Brand Canvas will help the group bring it all together in a few sentences. These don’t need to be poetic beauties! A copywriter can polish them up later, so there’s no need to get stuck on creating something “perfect.” 

The Brand Canvas captures the key points from each workshop exercise and makes it easy for participants to connect the dots and “see” the essence of the brand come to life. This will likely lead to an a-ha moment where the brand’s true identity emerges.

The goal is to make sure the Positioning Statement grounds the brand and identifies where it’s going. This solid foundation is what will help set the brand apart and build customer confidence and loyalty.  

After this step is completed, it’s time to explore the brand personality and tone of voice. Uncovering these aspects will provide the character that ultimately shapes the raw Positioning Statement into an authentic brand story and a captivating brand identity design.

The Brand Strategy Framework and the Brand Strategy Kit can guide you through all aspects of brand strategy.

As always, enjoy the process!

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