ATYPICAL

Crafting a Killer Brand Positioning Statement

By Amanda Bowen
What’s short and sweet and summarizes your company culture? Hello, brand positioning statement. This little sentence captures your purpose and culture. You may never advertise it or share it externally, but it's the foundation behind the rest of your branding work. 

What’s short and sweet and summarizes your company culture? Hello, brand positioning statement. This little sentence captures your purpose and culture. You may never advertise it or share it externally, but it's the foundation behind the rest of your branding work.  

But writing one causes headaches among branders everywhere. Why is it sometimes so hard to put our essence into just a few words, you may ask? Take our advice on how to craft a brand positioning statement that captures your essence and tells everyone in your community how you operate. We’ve sourced four different ways to approach the position statement creation.t

Strategy 1: Fill-in-the-blank

If you are pressed for time or not sure what to say, the fill in the blank method gets your brand positioning statement a running start. Simply take one of these templates, fill in the blanks, and start the conversation. After starting with this template, you’ll probably go through a few drafts to come up with a clear and accurate statement that communicates everything you want somebody to know about the brand.

Our first template is from Element 7 Digital

[Brand] provides [Target audience] with [Unique Value] than any other [Your Industry] by [Proof Points].

Or try this one from Hubspot:

For [your target market] who [target market need], [your brand name] provides [main benefit that differentiates your offering from competitors] because [reason why target market should believe your differentiation statement.]

Or see more templates to find the right one for you.

Strategy 2: The problem-solving statement

So brands are all about solving problems, right? This method focuses on the audience’s problem. Edit the phrases and use the meat to create other brand materials for promotion, like taglines and brand stories.

Create a chart:

For whom:  [write your target audience]

Competitive context:  [list your competitive frame of reference]

Strategic advantage: [what you deliver compared to others]

Compelling end result: [the rational and emotional benefits the target audience gains from your strategic advantage]

Put these thoughts into one sentence. It’s okay if it’s an awkward run-on. You’ve got to start somewhere.

Strategy 3: The Pyramid

This framework was created by Deborah Scott from Amazon. Imagine a pyramid split into five sections, with no. 1 representing the top section and no. 5 the bottom. Fill in the sections.

  1. Describe your brand essence in 1-2 words
  2. Identify the emotional rewards.
  3. Define the logical benefits of purchasing your product/service.
  4. Product/service key features
  5. Product name

Wrap all this into one sentence.

Strategy 4: The Big 4 Elements

By this point, you're probably starting to see some commonalities in the strategies. The message here translate these commonalities as:

Create a list under each of these. Pick the most important elements to wrap into your sentence.

Creating a strong brand positioning statement will define the services you offer for years to come. At ATYPICAL, knowing your positioning statement is critical to creating a winning strategy. It’s why we offer branding services as part of our package. Let us get you to where you want to be.

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