A common mistake of professionals and businesses
Imagine you are on a beautiful ship sailing through the middle of the ocean with warm apparel and an aim to get from America to Northern Europe. However, you don’t have a navigation system, maps and you are not sure how to read the stars, so you end up in … Africa.
This ship is your business or personal brand that end up contacting and targeting a totally different audience than it should. Your product or services are completely unsuited for them and you end up wasting your time and money.
If it is about your professional career related to your personal brand and you were seeking promotion, you have end up investing in not relevant skills, contacts and strategy.
Brand positioning statement
However, there is a navigation system, maps and even training on how to read the stars, in which you can invest right now. It is called branding and these tools represent brand positioning statement.
It helps to define the core of the brand and appeal to a certain, specified targeted demographic. It is not enough to sell based on feature and benefits as now people are looking for a new experience and belonging.
Brand positioning statement examples
Nike defines its brand positioning statement as “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport.”
Starbucks does not just position itself as “We provide our clients with high-quality coffee” but rather goes a step beyond and states “To Cultured Millennials, Starbucks is a premium coffee house that adds an intimate and valuable experience to a consumer’s lifestyle by integrating caffeine with a comfortable environment”.
Prius is “More green for less green” whereas Tesla positions itself as “Lay rubber where your carbon used to be.”
What is a brand positioning statement
A brand positioning statement is a brief description of your target market and then a description of how you want that market to perceive the experience of your brand.
Key three questions
Col Gray suggests when creating a brand positioning statement to answer three questions: Who are my customers? What benefits does my service or product offer to its users? And Who are my competitors? The last questions are focused on how do your competitors differentiate and position themselves? Are they saying they have a better environment? Do they have more expertise?
An easy and simple template for the statement
You brand positioning statement should describe what core benefits your product or service offer in comparison to that of your competitors. You can use the following structure: To “customer group” “your brand” is differentiating benefits for customers” by “how you make it possible”.
Personal brand nowadays is increasingly important
Having your brand positioning statement it will be easy for you to develop your business and boost your personal career. Personal brand nowadays is increasingly important for professional as branding for business.
If you want to boost your career, get desired promotion and increase your income – branding is the perfect tool to achieve that. Contact us and make it happen!
