Develop your positioning statements

Develop Your Positioning Statements

25-­‐WORD POSITIONING STATEMENT (WRITTEN)

This statement is used in literature, your website, and other sales materials. It should capture how you are positioned versus your competitors -­‐-­‐ your value proposition, the core of your brand, the critical thing that you stand for. [Brand Strategy can help]

Use your 25 word positioning statement whenever you need a very short synopsis of what you stand for. For example, you’ll probably use it on your homepage, in press releases, at the bottom of product spec sheets, etc.

Your 25-­‐word positioning pitch should contain:

 Your company name  What you do  Who your customers are  One or two of the most important reasons customers buy from you (from box 9 if you completed exercise 23 in Brand Strategy)

Create your 25-­‐word positioning statement below:

If the statement needs improvement, note Review – make sure the statement iS your ideas here

Simple and concise

Easy to understand

Interesting and engaging

Limited to one or two benefits

Focused on a distinct advantage

Specific rather than vague or broad

Honest

Meets tone and style requirements

Y N Does your 25 word positioning statement convey your value proposition & brand

Messaging  Develop Your Positioning Statements

page 1 of 3

identity as defined in the Brand Strategy?

If not, continue to revise it until complete.

50-­‐WORD POSITIONING STATEMENT (WRITTEN)

This medium-­‐length statement builds on your 25-­‐word statement by adding the most important functional benefits your product offers to your customers. [Brand Strategy can help] It’s a great all-­‐purpose positioning statement that can be used throughout your written materials.

Your 50-­‐word positioning pitch should contain:

 Company name  What you do  Who your customers are  The one or two most important emotional benefits [if you completed 23 – Develop Your Brand Architecture, this content is in box 9]  One or two of the most important functional benefits [box 6]

Create your 50-­‐word positioning statement below:

If the statement needs improvement, note Review – make sure the statement is your ideas here

Simple and concise

Easy to understand

Interesting and engaging

Limited to one or two benefits

Focused on a distinct advantage

Specific rather than vague or broad

Honest

Meets tone and style requirements

Does your 50 word positioning statement convey your value proposition & brand Y N identity as defined in the Brand Strategy?

If not, continue to revise it until complete.

Messaging  Develop Your Positioning Statements

page 2 of 3

100-­‐WORD POSITIONING STATEMENT (WRITTEN)

Your 100-­‐word positioning statement builds on your 50-­‐word statement by adding more benefits and features. It should contain:

 Your company name  What you do  Who your customers are  How long you’ve been in business  Where you operate (if important)  One or two of the most important emotional preference drivers [if you completed 23 – Develop Your Brand Architecture, this info is in box 9]  Most important functional benefits [box 6]  Key features [box 3]  Additional emotional benefits, functional benefits and features as desired[box 8, 5, and 2]

This statement should be 2-­‐3 paragraphs with bullets if appropriate; make sure it’s easy to skim and comprehend.

Create your 100-­‐word positioning statement below:

If the statement needs improvement, note Review – make sure the statement is your ideas here

Simple and concise

Easy to understand

Interesting and engaging

Limited to one or two benefits

Focused on a distinct advantage

Specific rather than vague or broad

Honest

Meets tone and style requirements

Does your 100 word positioning statement convey your value proposition & brand Y N identity as defined in the Brand Strategy?

If not, continue to revise it until complete.

Messaging  Develop Your Positioning Statements

page 3 of 3