Positioning Statements | Spring Clean Your Marketing
Where your brand sits in the hearts and minds of your target audience.
Positioning defines how your brand’s offering is unique: how it distinctly benefits your customers.
Your Unique Selling Proposition
Effectively positioning a product or service gives it a USP (unique selling proposition).
A USP is an attractive feature or characteristic of a brand that differentiates it from similar alternatives.
In a modern marketplace cluttered with so many choices with similar benefits, you want your brand to stand out from the rest.
Positioning statement
According to Hubspot: A positioning statement is a brief description of a product or service and target market, and how the product or service fills a particular need of the target market. It’s meant to be used as an internal tool to align marketing efforts with the brand and value proposition.
The positioning statement conveys the value proposition to the brand’s ideal customers. It also frames the brand’s identity, purpose, and distinguishing features within the context of the buyer’s experience.
To craft your positioning statement, you’ll need to get crystal clear on these aspects of your business:
- Who you serve
- What you offer them
- How you offer it
- Why you do what you do
- How this compares to what’s already out there
Positioning Statement Examples
Since positioning statements are meant to be kept from the public eye, you’ll rarely find one floating around the internet. Below are examples of positioning statements of well-known brands to give you a feel for how to create one for your business.
1. HubSpot
HubSpot Positioning Statement:
Since 2006, HubSpot has been on a mission to make the world more inbound. Today, over 100,000 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Comprised of HubSpot’s CRM, Marketing Hub, Sales Hub, and Service Hub, HubSpot gives companies the tools they need to Grow Better.
2. Coca-Cola
Coca-Cola Positioning Statement:
For individuals looking for high-quality beverages, Coca-Cola offers a wide range of the most refreshing options — each creates a positive experience for customers when they enjoy a Coca-Cola brand drink. Unlike other beverage options, Coca-Cola products inspire happiness and make a positive difference in customers’ lives, and the brand is intensely focused on the needs of consumers and customers.
3. White Dog Distilling
White Dog Distilling Positioning Statement:
White Dog Distilling was founded in 2016 by the husband/wife team of Carlo and Alecia Catucci based on passion, spirit, and the journey from grain to glass. Bolstered by Carlo’s background in physics and Alecia’s culinary and product development experience, they set forth with one goal in mind: to produce high-quality distilled spirits that could appeal to both novice spirit drinkers and longtime aficionados alike.
4. Alaska Airlines
Alaska Airlines Positioning Statement:
We are creating an airline people love. Each day, we are guided by our core values of “own safety”, “do the right thing”, “be kind-hearted”, “deliver performance”, and “be remarkable at work and in our communities.” Alaska Airlines also fosters a diverse and inclusive culture and is an Equal Opportunity Employer.
5. IMPACT
IMPACT’s Positioning Statement:
At IMPACT, we have revolutionized the way inbound marketing is done and taught to businesses by reimagining the agency-client relationship through the ground-breaking principles of They Ask, You Answer.
Instead of creating a cycle of dependency, wherein our clients are reliant upon us to move the needle and get results, we empower all of the companies we work with to take ownership of their digital sales and marketing. Instead of fishing for you, we’ll “teach you how to fish” and feast on remarkable results for a lifetime.
6. Beautycounter
Beautycounter Positioning Statement:
One by one, we are leading a movement to a future where all beauty is clean beauty. We are powered by people, and our collective mission is to get safer products into the hands of everyone. Formulate, advocate, and educate—that’s our motto for creating products that truly perform while holding ourselves to unparalleled standards of safety. Why? It’s really this simple: beauty should be good for you.
7. Nike
Nike Positioning Statement:
For athletes in need of high-quality, fashionable athletic wear, Nike provides customers with top-performing sports apparel and shoes made of the highest quality materials. Its products are the most advanced in the athletic apparel industry because of Nike’s commitment to innovation and investment in the latest technologies.
8. Thrive Market
Thrive Market Positioning Statement:
Thrive Market is an online, membership-based market making the highest quality, healthy and sustainable products available for every budget, lifestyle, and geography.
9. Apple
Apple Positioning Statement:
For individuals who want the best personal computer or mobile device, Apple leads the technology industry with the most innovative products. Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet.
10. McDonald’s
McDonald’s Positioning Statement:
For individuals looking for a quick-service restaurant with an exceptional customer experience, McDonald’s is a leader in the fast food industry, with its friendly service and consistency across thousands of convenient locations. McDonald’s’ dedication to improving operations and customer satisfaction sets it apart from other fast food restaurants.
Create a Positioning Statement for Your Business
Let’s work together to identify and segment your target audience to ensure your positioning is accurate and effective for your unique personas. Once your positioning statements are fully developed, you can market your business and develop a consistent message across all platforms.
BOOK A MARKETING STRATEGY KICK-OFF MEETING
Email hello@concept-inc.co.za or call us on +27 67 403 2197
Need something else?
If this is not quite what you’re looking for, please get in touch to discuss your specific marketing requirements.
Source: https://blog.hubspot.com/sales/positioning-statement