When offering an outstanding service or building an exceptional product isn’t enough to stand out in your industry, define your brand with a brand positioning statement. In this article, I explain why every size business (from 1 – 1,000 employees) must declare your positioning statement to guide your messaging and ensure all communication is consistent. Plus I share the exact brand positioning statement structure I used to write my own!
By now, you know that offering an outstanding service or building an exceptional product isn’t enough to stand out in your industry.
Instead, you need to set up your unique selling proposition. Do this to define your brand and the solution you provide through consistent brand messaging.
And even though YOU may have a clear idea of your product vision and how it fits into your industry – people who join your company do not.
That’s where a brand positioning statement can help ground your company.
So the same story is told to each customer across every touchpoint in your business.
In Branding Bites Podcast Episode 94, “3 Steps To Create Strong Brand Positioning,” I shared that even though you can’t control your customer’s mind, you can follow a well-defined brand strategy to positively influence your brand positioning in the eyes of your niche audience.
I discussed three steps to create strong brand positioning: brand messaging, visual branding, and brand story.
Your positioning statement is a way to you help align your brand messaging strategy along with your brand words, adjectives, method, and niche statement.
Whereas a niche statement and mission statement are public-facing statements that identify your brand strategy, a positioning statement is used internally by your marketing and sales teams.
Even if you are a company of one – it’s still vital to declare your positioning statement to guide your messaging and ensure all communication is consistent.
A positioning statement is a one or two-sentence declaration that describes your product and niche audience and details how it fills a need in the market.
The positioning statement is meant to be used as an internal tool to align your marketing efforts with your brand and its unique selling proposition.
A positioning statement structure includes four essential elements.
Here’s a general template you can use for your brand positioning statement:
For [your niche market] who [niche market need], [your brand name] provides [main benefit that differentiates your offering from competitors] because [reason why niche market should believe your differentiation statement].
As an example, here’s my Kristin Korn brand positioning statement:
For motivated women whose purpose extends beyond direct sales, Kristin Korn provides practical brand strategy tools and a proven marketing framework to ignite your personal brand because, without core alignment and consistency, your message will always feel out of whack.
Here are other industry examples of brand positioning statements:
A few things to keep in mind as you write your Brand Positioning Statement include:
But at the end of the day, a solid positioning statement is about recognizing the experience you want your clients to have and guiding the internal teams who make it happen.
Every member of your team that touches a client should be the cloned representation of your position.
For more ways to further position your brand and ensure your marketing efforts are aligned with your core brand foundation – I invite you to experience my Personal Branding Playbook Course.
Within this online course, learn How To Develop A Strong Brand Strategy So You Can Stand Out From Competitors And Use Your Influence To Attract A Continuous Stream Of New Clients. A plan that every beginner can use…no marketing experience needed! Get more information about this Personal Branding Playbook Course at kristinkorn.com/playbook.
With your value in mind and what makes your product or service unique, you must start from within your business to position your brand in your potential client’s mind.
But remember, you must always be genuine in your communication and never make promises you can’t deliver on.
Whenever you’re ready, there are 3 ways I can help you:
Since I share awe-inspiring resources and must-have products for business builders like you who want to streamline their business – my content may contain affiliate links for products I use and love. If you take action (i.e. subscribe, make a purchase) after clicking one of these links, I’ll earn a small commission. While it has no effect on your pricing, it’s my responsibility to let you know that an income (however small or large it may be) is made from recommending products I love, use, and share with other awesome people like yourself. With your support, I’m able to commit time to this blog and to each of you on your journey!
Once an obsessively frustrated network marketer, I flipped the industry approach to online marketing by implementing personal branding strategies. Since 2017, I’ve been helping women take the hard out of building a brand and differentiating their business - bypassing the hustle and inserting marketing automation.
Secure business leads without relying on your warm market. Download a FREE COPY of Lead Drip 365 to get the exact steps for getting affordable leads on your own.
TAKE BETTER PICS!
I know the struggle of taking photos for yourself. It can be hard to get a good shot, and even harder to edit it! That’s why I created this kit to teach you how to take, edit, and use brand marketing photos. This is what you need for marketing photography and DIY brand photoshoots!
I help coaches, consultants, course creators, and service providers harness the power of personal connection to stand out from competitors!
When you partner with me, you'll create an unforgettable, distinctly tailored brand experience that’s guaranteed to draw in clients who appreciate quality.
8 Visual Branding Elements Your Brand Needs To Stand Out
A Website: 10 Reasons Why Your Business Needs One Immediately
5 Signs It's Time To Turn Your Passion Into A Business
7 Instagram Content Ideas To Boost Engagement
How To Generate Sales Using Social Media Without Selling
5 Tips for Surviving as a Solopreneur