A brand positioning statement focuses on the consumer target your brand will serve and the emotional and functional benefits your brand will stand for. If you don’t position your brand the way you want, then your customers and competitors will do it for you, and you might not like their answers.
A smart brand positioning statement should narrow the target to those consumers who are most capable of loving what the brand does. With your consumer in mind, your brand positioning should find the ideal balance between functional and emotional benefits.
Why you need a brand positioning statement
The best brand leaders target a specific motivated consumer audience and then define their brand around a brand idea that is interesting, simple, unique, motivating and ownable. Brand Positioning starts by building a consumer profile and using our consumer benefits ladder, with functional and emotional benefits. From there, we explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept.
Writing the brand positioning statement
There are 4 elements that make up a brand positioning statement, including who will you serve, where you play, where will you win and why consumers should believe you. These are the consumer target, category, main consumer benefit and support points:
1. Who is the consumer target?
What slice of the population is the most motivated by what your brand offers? Do not just think about who you want, but rather who wants your brand.
2. Where will you play?
What is the competitive set that defines the space in the market your brand competes in? Brand positioning is always relative to who you compete against. For instance, a brand is never fast, it is faster.
3. Where will you win?
What is the main promise you will make to the consumer target, that will make your brand stand out as interesting, simple, unique, motivating and own-able? Do not talk about what you do (features). Talk about what the consumer gets (functional benefits), and how the brand makes them feel (emotional benefits).
4. Why should they believe us?
Understand what support points and features are needed to back up the main promise. Moreover, these support points should close any potential doubts, questions or concerns the consumer has after hearing the main promise.
Where you can win
As you create your brand positioning statement, you should be looking for the ideal space to play and the space your brand can win.
To find the competitive space in which your brand can win, I introduce a Venn diagram below, with three circles. The first circle comprises everything your consumer wants or needs. The second circle includes everything your brand does best. This includes consumer benefits, product features or proven claims. And, finally, the third circle lists what your competitor does best.
Your brand’s winning zone (in green), is the space that matches up “What consumers want” with “What your brand does best.” This space provides you a distinct positioning you can own and defend from attack. Your brand must be able to satisfy the consumer needs better than any other competitor can.
Your brand will not survive by trying to compete in the losing zone (in red), which is the space that matches the consumer needs with “What your competitor does best.” When you play in this space, your competitor will beat you every time.
What happens when there is a tie?
As markets mature, competitors copy each other. It has become harder to be better with a definitive product win. Many brands have to play in the risky zone (in grey), which is the space where you and your competitor both meet the consumer’s needs in a relative tie.
Sadly, I always have to mention the dumb zone (in blue) where two competitors “battle it out” in the space consumers do not care. One competitor says, “We are faster,” and the other brand says, “We are just as fast.” No one bothered to ask the consumer if they care about speed. Both brands are dumb.
Who is the consumer target market?
Focus on those most motivated by what you do. There is this myth that a bigger consumer target will make the brand bigger, so the scared Marketer targets ‘everyone’. There seems to be an irrational fear of leaving someone out. Spreading your brand’s limited resources across an entire population is completely cost-prohibitive. While targeting everyone “just in case” might feel safe at first, it is actually riskier because you are spreading your resources so broadly, that you never see the full impact you want to see. However, a broad consumer target gives your brand a lower return on investment and eventually will drain your brand’s limited resources. Please focus.
The consumer benefit ladder
The Consumer Benefits Ladder helps turn your brand’s features into consumer benefits. You should stop thinking about what your brand does and start thinking about what your consumer gets. As a result, you will help your positioning statement come alive.
The 4 steps to build a Consumer Benefits Ladder:
- First, leverage all available consumer research to brief the team, helping define the consumer target profile with consumer insights, need states and the consumer enemy.
- Brainstorm all the possible brand features that your brand offers, plus any brand assets. Make sure that these features give your brand a competitive advantage.
- Move up to the functional benefits by putting yourself in the shoes of the consumer and for each feature on your list, ask “so if I am the consumer, what do I get from that?” Challenge yourself to come up with better benefits by asking the question up to 5 times, pushing the answers into a richer zone.
- And then, move up to the emotional benefits by looking at each functional benefit and then ask “so if I am the consumer, how does that make me feel?” As you did in step 3, keep asking the question until you see a deeper emotional space that you can play in and own.
Avoid Ph-at Words
Ph-at Words are the vague words that mean so many things, these words start to mean nothing at all. The best examples I have are nice, interesting or quality. BTW, it is interesting that interesting is such a boring word.
When you define your brand positioning, the specific words you choose must matter to your consumers. Your brand positioning statement should leave zero room for interpretation.
This type of thinking is part of our Beloved Brands positioning process. We provide two consumer benefit cheat sheets with 60 functional benefits and 40 emotional benefits to help you write with much more specific words.
What are the functional consumer benefits?
To help Brand Leaders, I have taken the 9 functional need state zones that expands to over 50 potential functional benefits that you can build around. As you look through the list, gravitate to the functional benefits you think will fit the needs of your consumers, and where your brand can do it better than competitors. Start with our words and layer in your own creative language with the specific category or consumer language.
What are the emotional consumer benefits?
Below you will find a list of 40 potential emotional benefits help build an emotional brand positioning statement. From my experience, Marketers are better at the rational benefits than they are at the emotional benefits. I swear every brand thinks their brand should be the trusted, reliable and yet likable. As a brand, you want to own one emotional space in the consumer’s heart as much as you own the rational space in the consumer’s mind. When I push Brand Managers to get emotional, they struggle and opt for obvious emotions, even if they do not fit with their brand.
I have used Hotspex research methodology to create a ‘cheat sheet’ with 8 major Emotional Consumer Benefits. The zones includes optimism, freedom, being noticed, being liked, comfort, be myself, be in control and knowledge. To own a space in the consumer’s heart, brands should own and dominate one of these zones, always thinking relative to what zone your competitor may own. Do not choose a list of emotions from all over the map, or you will confuse your consumer. Use the supporting words to add flavor to your emotional brand positioning statement.
Support points to the main benefit
I took one logic class at University and the only thing I learned was ‘premise-premise conclusion’. Easy class, but the lesson has stuck with me:All fish live in water (premise)
- Tuna are fish (premise)
- Therefore, tuna live in the water (conclusion)
In a brand positioning statement, the main consumer benefit is the conclusion, with a need for two support points as the premises. The reason to believe (RTB) should never be the conclusion. If pure logic teaches us that two premises are enough to draw any conclusion, then you only need two RTBs. Brands that build concepts with a laundry list of RTBs are not doing their job in making focused decisions on what support points are needed. With consumers seeing 5,000 advertising messages per day, having a long list of support points, risks having a cluttered mess in their brand communications. Claims can be an effective tool in helping to support your Reason to believe.
There are 4 types of claims you can use on your brand: process, product, third person and behavioral.
- How your product works differently
- Showcase what you do differently within the production process
- What added service/details do you provide in the value chain
- Usage of an ingredient that makes you better
- Process or ingredient that makes you safer
Third person endorsement
- Experts in the field who can speak on your behalf.
- Past users/clients with the proof support of their stories.
- Clinical tests
- In market usage study
- Before and after studies
Get our ideal Brand Positioning presentation
- The PowerPoint file includes formatted blank slides with key marketing definitions where you can insert your own business review.
- Include slides for target profile, brand positioning statement, brand idea, brand concept, brand values, brand story, brand credo, and a creative brief.
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