The Brand Whisperer Briefing | Brand Positioning Statement | Episode 2

In this week’s flash briefing I’m going to discuss the importance of a brand positioning statement, “So first, what is Brand Positioning?” Brand positioning is defined as the conceptual place you want to own in the target audience’s mind — the benefits you want them to think of when they think of your brand.

What is a Brand Positioning Statement?

Your brand positioning statement (see this brand positioning statement worksheet) is the single most important sentence you will ever write about your corporate or personal brand.

Therefore, your brand positioning must be different, believable, and important to your audience while leaving the door open for evolving consumer needs and market changes. Positioning literally affects every strategic decision you will make about your brand, including what marketing and creative strategies you will implement. The essence of every communication with your target audience should reinforce your brand position.

Your brand positioning statement will guide you in closing the gap between what your target audience perceives and what you want them to believe about your brand in order to influence them to take specific actions like buying your product or service.

Homework

So, your homework for this week is to answer these questions related to your brand positioning statement: What makes my brand different from my competition in ways that are valuable to my target audience? How do I think my brand is perceived by my prospects and customers? 

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