In today’s Two-Minute Tip video, we’re answering the question: What is a positioning statement? Click below to watch the video, or keep scrolling to read the transcript.

We’re digging into positioning statements today —  what they are, what purpose they serve, what information they contain, and why they’re important. 

But, to understand positioning statements, it is important to first take a step back and review what brand positioning is, as it plays a critical role in creating your positioning statement. 

Click here if you want to see the Two-Minute Tip video about brand positions.

What is your brand position?

So, let’s take a look back at brand positions because it’s important when we’re talking about what makes up a positioning statement. 

Your brand position is a critical element of your brand strategy because it takes your differentiator and the core elements of your brand and it distills it down to your stake in the ground. So, it’s that thing that you want to be known for, that you want to be remembered for, and the identity that you want to build for your business. 

What is a Positioning Statement?

So, then … what is a positioning statement? 

A positioning statement is a written summation of your brand position in a way that’s memorable, meaningful, and simplified. It’s an internal statement that you use to guide all of your strategic brand efforts, whether it’s your marketing or your brand identity moving forward. 

Your positioning statement is made up of four core components:

• who you are
• what you do
• whom you serve
• and most importantly, what makes you unique

And sometimes, you’ll see in positioning statements, a fifth element called the reason to believe. The reason to believe is the benefit-oriented language that helps support everything in your positioning statement and gives it meaning and context for why it’s valuable. 

There are a variety of different structures that you can see or templates that you can find for building a positioning statement, whether it’s a short, simplified statement or a multi-line short paragraph, but they all cover the four core components of who you are, what you do, whom you serve, and what makes you unique. 

Positioning Statement Structure Examples:

For [audience], [product/brand] is the only [frame of reference] that [benefits] because [reason to believe/differentiator].

[Brand] is for [target audience] who want [ need] from [industry]. Unlike [competitive set], [brand] is the only brand that [differentiator] because [reason to believe].

For [audience], [brand] is the [category/description] that [differentiator] so they can [benefit] because [reason to believe]. 

For instance, look at Amazon. 

Amazon:

For consumers who want to purchase a wide range of products online with quick delivery. Amazon provides a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer obsession, passion for innovation, and commitment to operational excellence.

Or Disney, which is slightly different, but again, powerful.

Disney World:

For the young and young-at-heart, Walt Disney World is the theme park that best delivers on an immersive and magical experience because Walt Disney World, and only Walt Disney World, connects you to the characters and worlds you most desire.

So, let’s recap … 

Your positioning statement is a critical element of your brand strategy because it is the written summation of your brand position. It is a meaningful, memorable, and simplified statement that contains the four core components of your brand position: who you are, what you do, whom you serve, and what makes you unique.