Writing a brand positioning statement is so important and yet it’s often a very confusing project for those new to the process. This is a great how-to.
Brand Positioning Statements provide the most useful function of taking everything you know about your brand, everything that could be said about the consumer and making choices to pick one target that you’ll serve and one brand promise you will stand behind. While we think this brand positioning statement sets up the creative brief, it should really set up everything the brand does–equally important for internal as everyone should follow to what the positioning statement says.
The Brand Positioning Statement
A best in class positioning statement has four key elements:
- Target Market (a)
- Definition of the market you play in (b)
- Brand Promise (emotional or rational benefit) (c)
- The Reason to Believe (RTB) the brand promise (d)
The more focused your decisions, the more successful you will be: decide on one target, one promise and maybe one or two reasons to believe that help to directly back up your promise. But the target shouldn’t be…
View original post 1,833 more words