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Positioning statements: how to write one with three examples

By BBC Maestro

Positioning statements are an essential element of any successful marketing strategy. They help brands carve out a distinct place in the market and connect meaningfully with their target audience.

But what exactly is a positioning statement, and how can you create one that sets your brand apart? This guide will break down the components of a strong positioning statement, provide tips on how to write one, and share three examples to inspire your own brand positioning. 

What is a positioning statement?

A positioning statement is a concise description of your brand’s unique value and place in the market. It communicates what your brand stands for, who your target audience is, and how you differentiate from competitors. Think of it as the foundation of your marketing strategy, guiding all messaging, branding, and promotional activities.

Unlike slogans or taglines, a positioning statement is typically an internal document. Its purpose is to ensure everyone on your team understands the brand’s core identity and direction. A strong positioning statement helps your brand remain focused, consistent, and memorable to consumers.

A well-crafted positioning statement answers three key questions:

  1. Who is your target audience?
  2. What unique value do you offer?
  3. Why should customers believe in your brand?

By clearly defining these elements, your brand can build a strong connection with its audience and stand out in a crowded market.

Key components of a positioning statement

Writing a compelling positioning statement involves a clear structure that captures your brand’s essence. Below are the key components:

1. Target audience

Identify the specific group of people your brand serves. Be as detailed as possible, considering factors like demographics, behaviours, and psychographics. Understanding your audience ensures your statement resonates and feels relevant.

2. Market definition

Define the category or niche your brand operates in. This helps establish context for your audience and sets the stage for differentiation.

3. Brand promise (unique value proposition)

Highlight the unique benefit or value your brand provides. This is the core reason customers should choose your brand over competitors. Focus on what makes your brand special and irreplaceable.

4. Reason to believe

Provide evidence or justification for your brand promise. This could include features, benefits, expertise, or a track record of success that supports your claims.

5. Tone and personality

Your positioning statement should reflect your brand’s voice and personality. Whether your tone is authoritative, playful, or sophisticated, consistency is key to building trust and recognition.

A standard template for a positioning statement might look like this:

“For [target audience], [brand] is the [category/market] that [unique value], because [reason to believe].”

How to write a positioning statement

Crafting an effective marketing positioning statement involves careful thought and research. Here’s a step-by-step guide:

1. Understand your target audience

Conduct research to identify your ideal customers’ needs, preferences, and pain points. Use surveys, interviews, and data analytics to gather insights.

2. Analyse your competitors

Study your competitors to understand how they position themselves and identify gaps or opportunities. Your goal is to highlight what sets your brand apart.

3. Define your unique value

Ask yourself what makes your brand special. What do you offer that no one else does? Focus on the key benefit that resonates most with your audience.

4. Keep it simple and clear

Avoid jargon or overly complex language. A positioning statement should be straightforward and easy to understand.

5. Test and refine

Once you’ve drafted your positioning statement, test it with team members and even potential customers. Their feedback can help you refine the message to ensure it’s impactful.

Three brand positioning statement examples

To inspire your own efforts, here are three positioning statement examples from well-known brands:

1. Nike

Positioning statement: “For athletes in need of high-performance sportswear, Nike is the athletic brand that delivers innovative and superior products, because we push the boundaries of technology and design to inspire greatness.”

Why it works: Nike’s positioning statement highlights its target audience (athletes), market (sportswear), unique value (innovation and superior quality), and reason to believe (cutting-edge technology and design). The statement reflects Nike’s motivational tone and commitment to excellence.

2. Tesla

Positioning statement: “For environmentally conscious consumers and technology enthusiasts, Tesla is the electric vehicle brand that combines sustainability, innovation, and luxury, because our commitment to renewable energy and advanced engineering drives a cleaner future.”

Why it works: Tesla’s positioning statement appeals to both eco-conscious and tech-savvy audiences. It effectively communicates the brand’s promise (sustainability and luxury) and provides a compelling reason to believe (commitment to renewable energy and innovation).

3. Starbucks

Positioning statement: “For busy professionals and coffee enthusiasts, Starbucks is the coffeehouse that offers a premium, personalized experience, because we prioritize quality, community, and convenience in every cup.”

Why it works: Starbucks’ statement clearly identifies its target audience and emphasizes its focus on delivering a high-quality, community-driven experience. The reason to believe — its commitment to quality and convenience — underscores the brand’s values and customer-centric approach.

A well-crafted positioning statement is not just a tool for defining your brand’s identity — it’s a strategic compass that guides every aspect of your marketing efforts. By understanding your target audience, emphasising your unique strengths, and articulating your value proposition clearly, you create a foundation for all brand communications. Your positioning statement helps align your team’s efforts, ensuring consistency across messaging, campaigns, and customer interactions.

Moreover, an effective marketing positioning statement allows your brand to adapt to changing market conditions while staying true to its core identity. As consumer preferences evolve, you can revisit and refine your statement to ensure it continues to resonate and drive engagement. The examples provided —from Nike, Tesla, and Starbucks — showcase how powerful positioning can define a brand’s trajectory and solidify its place in the market.

Remember, crafting your positioning statement is not just about words — it’s about capturing the heart of your brand. Take the time to understand your audience, analyse your competition, and articulate your unique value in a way that inspires both your team and your customers.

When done right, your positioning statement becomes more than a marketing tool; it becomes the cornerstone of your brand’s success, empowering you to build meaningful connections and lasting loyalty in a competitive landscape.

Do you want to learn more about business? Learn from the minds of Trinny Woodall, Steven Bartlett and Jo Malone CBE as they provide guidance, personal insights and key learnings in their BBC Maestro courses…

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