Your Brand Position Statement: What It Is and Why It Matters

What is your company’s brand position statement?

As a business leader, you need to do everything possible to convince the customers to whom you wish to sell to that your product is the one they need. That is why your brand position plays a very large role in doing that.

So keep reading to learn about the brand position statement, what it is, and what it ultimately does for you when used correctly. The information you find could mean the difference between being able to accelerate your business and being stuck spinning your wheels.

Brand Management and Positioning Strategy: The Heart of Strong Marketing

When you begin planning your business, you want to make sure you cover as much ground as possible when it comes to establishing your goals and how you plan on reaching them. Part of that business planning process involves crafting a mission statement that explains a number of things, including:

  • Who you are
  • What you do
  • How you plan on doing it
  • Why you do it
  • Who you do it for

These are all important things to think about when determining just what direction you’re going to follow, but none of them does the job of addressing just what makes your company unique. And that’s why you need to think about brand positioning and making it a central part of your company’s marketing strategy. It may only end up being a sentence or two, but those lines can have a huge influence on how your company’s offerings are perceived by the public.

The Anatomy of Unique Branding

Because of its nature, your company’s branding statement is going to intersect with its mission statement, but its goal is somewhat different, as explained above. That said, when you begin crafting a statement regarding your branding, you want to touch on the following areas:

  • Your Target Audience – Your mission statement identifies the people you want to serve, so your brand position statement should explain just what you can do for your customers that your competitors can’t. Whether that X-factor is better convenience, lower price, a unique experience, or anything else; it needs to be highlighted and conveyed in such a way that the customers you appeal to will know just what they will get by trusting you.
  • Customer Uncertainty – People likely don’t know who you are, so it makes sense that they might be hesitant to do business with you. To ease those uncertainties, you might want to consider some sort of guarantee. How far those guarantees can go will depend on the nature of your business, but it’s feasible that potential customers might be more likely to go along with what you have to offer if they have some sort of reassurance about your product.
  • Evidence to Back Your Claims – This builds on the challenge of overcoming customer uncertainty but should be part of your brand position statement because it helps establish credibility. Whether your evidence consists of customer testimonials or proof from industry experts, it helps to have a voice that can be trusted. This will help build your reputation and show that what you have to offer is something that can ultimately benefit the people to whom you’re selling.

It’s no secret that standing out in the marketplace, no matter what your industry might be, is all about being unique. When you’re running your own business, it’s up to you to decide just what sets you apart and how you can capitalize on through your brand position statement.

The ultimate goal with any brand strategy is to make it so that you company’s name is synonymous with the products and services that you offer, but you can only make that possible with the right kind of brand marketing. Your company will benefit greatly from a strong brand position statement backing up the product, so you don’t want to take this step lightly. With it in place, the foundation you build will be just what you need to take your company the places you imagined when you began planning the business.

Remember, running a business successfully does not need to be complicated.  Keep it simple!

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