Thats why ive broken your brand positioning statement down into three simple questions and a proofreading process. What is a positioning statement positioning statement is a succinct articulation of your brands position in the marketplace. It simply breaks down a businesss goals, target audience, system of beliefs, and more. Every product and marketing decision you make regarding your. Invite your team members to collaborate on the infinite board to organize your brainstorming sessions and information upload.
A positioning statement is a brief description of a product or service and. Product positioning is where your product fits in the marketplace. In other words, it is a written expression that distinguishes a brand from its competitors. According to the famous organizational theorist and management consultant, geoffrey moore, a product positioning statement formula should look. How to write a compelling positioning statement 2020 the. For todays branding professionals who are working with hundreds to thousands of digital assets for every product, service, or campaign, a digital asset management solution like merlinone is a must. How to write a brand positioning statement brandwatch. Product positioning definition types of product positioning. Sometimes considered a reference document for other. To write your positioning statements, follow these steps. Setting your restaurant brand apart through positioning. The following positioning statement example was used by in 2001, when it sold books almost exclusively. Product positioning how your product fits in the market.
A brand positioning statement explains what your brand does, who you target, and the benefits of your brand, in a short, concise statement. Download our free product development strategy methodology to see how this tool functions as part of a product development process. While youre writing, try to avoid making unreasonable claims, and try to provide as much. It is a process used by marketers to determine the best possible way to promote the product attributes to the target market according to the customer needs and wants. In b2b saas, product positioning is the market fit part of finding product market fit the first step before ensuring product marketprice fit. Apr 27, 2020 a brand positioning statement which can also be called a mission statement, or vision statement is how a business describes its particular product or service, and exactly what customer. Creating a thoughtful product positioning statement will take you far down the road to success, and prevent costly mistakes once moving into sales and marketing execution. It will discover open product segments that are ripe for the taking and warn against overcrowded markets that scream disaster. Once youve considered all of the above elements, youre armed with all the context you need to draft a solid product positioning. A positioning statement expresses how a company defines its business or how a brand identifies itself. When this customer group thinks of my product or service, i want them to think. Positioning allows a product to standout in a crowded and competitive market. Examples of successful brand positioning statements. Use the lists of customer needs and productservice benefits to finish this sentence.
What are some good examples of positioning statements. Done right, its concise and communicates strategy very well. Product positioning and marketing management mplans. A statement or set of statements specifically used to create an image in the mind of your customers. The product marketing manager pmm is usually the owner for the message for each product, while corporate marketing can have a separate positioning document for the business. Product positioning has been described as winning the hearts and the minds of customers. A positioning statement is a concise description of your target market as well. When developing your brand strategy, the positioning statement will be the key ingredient. Product positioning involves creating a unique, consistent, and recognized customer perception about a firms offering and image. Thats fine, but remember that the purpose of a positioning statement isnt to be cute. Think about the ideal product or service that could be provided in your category. Once youve considered all of the above elements, youre armed with all the context you need to draft a solid product positioning statement. It articulates how the company or brand satisfies a particular need of the consumers in ways that competitors cant. The purpose of writing a positioning statement is to ensure that all of your.
We created the positioning statement worksheet to help you define a positioning statement that describes your product, defines its differentiation and how you will create value for customers. The following are illustrative examples of product positioning. The product positioning matrix helps put together a visualization of your product versus the opponents. By bringing together your customer, market, and product knowledge, you can align the broader team around the best way to position your product for success. For more on steps 2 and 3, download the free ebook, smart marketing for engineers.
Within the plan itself, in that case, include the formal verbal positioning statement as part of marketing strategy. A wellcrafted positioning statement brings together your overall value proposition with your positioning for a product. It considers user feedback on your product features, the attributes of your target audience, and the characteristics of competing products. How to perform product positioning and 3 case studies that. Feb 26, 2014 the positioning statement should be an honest reflection of your product, service, or brand. Positioning statements are used to describe how your product or service fills a need of your target market or persona. List your product services benefits that uniquely meet these needs. A good positioning statement makes it clear who the customer is and what business problem they need to solve. Your product positioning strategy wrapped up with great messaging and content can drive your brand to more sales. A filledout positioning statement template using aveeno as an example. If you use the more traditional positioning diagram, keep it close to strategy or marketing strategy. About the product positioning template what are product positioning exercises.
It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics. Product positioning is made up of core building blocks that explain your product s unique value. In geoff moores seminal book, crossing the chasm, he suggests the following template for writing your value proposition. Positioning is something you do to the mind of your target customer with your brand or product and your message.
At its core, its a statement of how you want your brand to be perceived. Building on more than 40 years of hardware and software connectivity. If you want to attract the best and the brightest, a great product vision does half your job. How to write a positioning statement onstrategy resources. Brand positioning statement examples what to look out for. How to clarify your products positioning the founder coach. Use product life cycle software to understand your product s stage in its life cycle its significant for building a strong positioning strategy being right on your product positioning can result in increased sales. In this post we share some tips for developing a well thought out positioning statement. Product positioning is closely related to market segment focus. It is a strategic exercise that defines what makes your product unique and why it is better than alternative solutions. Bluekai tells you what their product does, but isnt explicit about how this product can help you solve your companys problems. Theyre a musthave for any positioning strategy and create a clear vision for brand positioning unlike a mission statement or vision statement, a positioning statement is not a publicfacing tagline. Why classic b2b positioning statements dont work martina lauchengco, costanoa venture capital august 21, 2016 11. A product or service may be positioned on the basis of an attitude or benefit, use or application, user, class, price, or level of quality.
Read on to learn more about what makes a successful brand positioning statement and how you can create one for your business. The matrix compares pricing options against product specialization to show competitive gaps. The positioning statement acts as a reference document for any branding activity you do at your organization for a new product. Product positioning in five easy steps you were always on my mind product positioning is what comes to mind when your target market thinks about your product compared to your competitors products. We explored 3 product positioning and branding failures. There are so many ways to do product positioning right, but lets look at three ways product positioning can go totally upsidedown. See our related post on excellent examples of slogans and taglines. Select the target customer group you want to focus on. In other words, your brand or product holds a certain position. Earlier on this blog, i posted an effective template for brand positioning. The first in a series of great brand positioning statement examples. As im talking about how to better focus on marketing products, ill be referring to the pmm. As such, it is important to know what you are aiming at.
Then, find a simple, clear way to tell that audience why your product is different from and better than what your competitors are offering. The statement will generally be an internal document, although it should be used as a guide to ensure all content is consistent. Sometimes a strategic positioning statement sounds like a tag line or a slogan. Most positioning statements revolve around a companys product or service. Its less about your product and more about how your product is positioned in the mind of your audience. Three questions to ask before you write your brand positioning statement. Your product positioning strategy and product life cycle are correlated. As it is foundational, a brand positioning statement does not change frequently like a tagline. Good product positioning helps you excel in both areas. Brands with multiple products may also have positioning statements for each product, as well as an overarching positioning statement that fits the brand. Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. Since that post went up, ive received a few requests for examples of a completed template using a notable brands positioning.
What customers see is the brand slogan or tagline, the marketing campaigns and ads in all of a brands touchpoints the centerpiece of the position is often a tagline communicated externally, but positioning statement itself is meant for internal purposes only. The best place to find good product vision statements are in job descriptions. Trew marketing offers coaching services to help you develop your product positioning statement and make the transition into marketing strategy. Write down what each of them would ideally believe about your product. Mar 22, 2017 product positioning is the identity and value of a product or service that allow it to stand out in a competitive market. You can discuss and share ideas by mentioning people in chat. So going back to starbucks, they created this video advertisement that lists the following value proposition statements. Product positioning can be defined as the position or place a product resides in the consumers mind with respect to the competing product. How to build a product marketing strategy for your software. A good positioning statement is a guidepost for your marketing efforts.
Instead, its purpose is to help guide all your and your staffs activities associated with a specific target customer group. A positioning statement, also known as a market positioning statement, positioning strategy document, brand strategy, or brand positioning statement is designed to be used internally by the marketing team to craft the way a product, service, or brand is presented to potential customers. Examples of writing a positioning statement pdf examples. The positioning statement generally includes the target audience of the product or service, competitors both primary and secondary, the benefit to the customer if they choose to buy from you, and the reasons to believe. A brand positioning statement serves as a guiding force that every creative asset will be measured against. Go through steps 14 and fill in the blanks for the brand positioning statement formula. For target customer who statement of need or opportunity, the product name is a product. Develop a list of needs your customer group has that you intend to meet if not already included in your customer profile.
How to write a brand positioning statement in 3 easy steps. Product positioning is the process of determining the best ways to market and sell a product. Once your positioning strategy is defined, create a brief positioning statement that. When this customer group thinks of my product or service. Mar 22, 2018 a brand positioning statement defines how your companys product or services suits a particular audiences needsand how you do it better than the competition. Now its your turn to use these brand positioning statement examples to craft your own. Considering this as part of your product positioning will help you more clearly define your products immediate valueand its potential for growth. For example, a product may have a main target audience and also a secondary audience that is also interested in the product, but perhaps in a different way. Creating the ideal position for your product is a lot easier when using a product positioning statement in the following format.
Get it right, and you will create a unique and lasting impression in the customers mind. Vision statement international fruit shipments will be openly bought, sold and traded in a realtime, global marketplace. A wellchosen positioning statement helps inspire better messaging, identify effective marketing channels and, of course, build better products. Product positioning is a form of marketing that presents the benefits of your product to a particular target audience. The positioning statement should be an honest reflection of your product, service, or brand. A strong positioning statement is an important ingredient for success. Product positioning is the unique identity and value proposition of a product or service. Distilling the truth of your product in this way informs your messaging so you can effectively explain the value of your offering to potential customers. Product positioning is the identity and value of a product or service that allow it to stand out in a competitive market.
In the crowded marketplace with more options than ever before, positioning will differentiate your brand from the competition. For target customer who statement of the need or opportunity, our productservice name is product category that statement of benefit. However far away it feels, having the perfect product in mind can help map your journey towards it. When you hear rolls royce automobile, what do you think. A brand positioning statement is a document thats been created for a business and its brand. Feb 06, 2020 to write a positioning statement, find the target audience for the product or service you are trying to support. The product positioning template guides you to consider key topics such as defining your product and market category, identifying your target segment and competitors, and understanding your key benefits and differentiation. You can also use the positioning statement to communicate with the marketing services partners you will work with advertising agency, designers, media buying, web marketing, consultants, etc. Apr 25, 2019 the positioning statement is behind the scenes, an unwavering message that informs every tagline iteration. And heres a tipthis statement can and should be used for the main message on the top area of your homepage. Quid software makes sense of the worlds public data to help your company. Evaluate your positioning statement by making sure its simple, clear, and consistent.
Positioning is where your product or service fits in the marketplace. Start by writing the following down on a piece of paper. A positioning statement is an expression of how a given product, service or brand fills a particular consumer need in a way that its competitors dont. Positioning is the process of identifying an appropriate market niche for a product or service or brand and getting it established in that area. Product positioning definition what is product positioning. Product positioning is an important component of any marketing plan, but it doesnt have to be limited to one audience. How to create a product positioning statement trew marketing. Therefore, it is for the staff and customers dont see it its for internal purposes only. In b2b saas, product positioning is the market fit part of finding productmarket fit the first step before ensuring productmarketprice fit. How to develop a positioning statement for the marketing. Jun 08, 2016 product positioning definition and the various types of product positioning strategies.
Ultimately, your positioning statement should define your target audience, the unique features that set your product apart from the competition and the benefits that the users will have from it. Through market research and focus groups, marketers can determine which audience to target based on favorable responses to the product. Fabulously healthy is a fitness studio that offers oneonone personal training and a variety of exercise classes to adults of all ages and fitness levels in the brickton area. A positioning statement helps bring clarity and focus to your marketing strategy and leverages your expertise to promote and grow your business. Oct 03, 2018 positioning of a brand or product is a strategic process that involves marketing the brand or product in a certain way to create and establish an image or identity within the minds of the consumers in the target market. It is defined with a set of customer needs in mind and includes elements such as brand identity, brand image, features and quality. Practical steps for creating a product positioning statement. Good product positioning examples abound consumer brand. Apr 04, 2017 be it product positioning statement as used by a marketer or self positioning statement as used by a candidate when extending hisher candidature, the features of a positioning statement tends to be the same. A beginners guide to product positioning for 2020 the. For world wide web users who enjoy books, is a retail bookseller that provides instant access to over 1.
Positioning statement is client facing not customer facing. List your productservices benefits that uniquely meet these needs. Your brand positioning statement will help define the direction of the company and its marketing. Positioning statement fruitonline is a software infrastructure company that enables agribusinesses and global food purchasers to efficiently manage the supply chain of perishable fruits and vegetables. Positioning statement fruitonline is a software infrastructure company that enables agribusinesses and global food purchasers to efficiently manage.