What is a Positioning Statement?

When I originally wrote this in 2023, I decided it was something I would add to my 1-1 consultation sessions with clients because none of my clients in 2022 knew what a positioning statement was. And that’s okay! That’s what learning is all about. During my consultations, many clients were confused when I asked if they had a positioning statement and if they knew what it was. I also realized that most of them who didn’t know about it also didn’t have a business plan.

So, what is a Positioning Statement? 

Let’s not overcomplicate things. It’s okay if you don’t know what a positioning statement is—that’s why you’re here, to gain the knowledge you need.

Brand positioning is all about how you relate to other businesses in your market. It’s the anchor of your brand strategy and how you express what makes you stand out.

A positioning statement is a short description of your product or service and how it fulfills a particular need within your market. It’s a concise statement of why people should work with you. Essentially, it is the clearest representation of what makes up your brand strategy.

A positioning statement offers a clear vision of your brand. It provides your target audience with the ability to understand your business at first glance. Why should they buy your product or work with you?

Your Positioning Statement Should Clearly Articulate:

• Who you are
• Who you serve
• What value you offer
• What makes you different from the competition

Your positioning statement is the expression of what you want your brand/business to be known for. It’s important to know where you stand in relation to your competitors.

Positioning Statement Examples

• Nike Positioning Statement:
  For athletes in need of high-quality, fashionable athletic wear, Nike provides customers with top-performing sports apparel and shoes made from the highest quality materials. Its products are the most advanced in the athletic apparel industry due to Nike’s commitment to innovation and investment in the latest technologies.

• Thrive Market Positioning Statement:
  Thrive Market is an online, membership-based market making the highest quality, healthy and sustainable products available for every budget, lifestyle, and geography.

• Apple Positioning Statement:
  For individuals who want the best personal computer or mobile device, Apple leads the technology industry with the most innovative products. Apple emphasizes technological research and advancement while considering the impact its products and processes have on its customers and the planet.

• Amazon Positioning Statement:
  For consumers who want to purchase a wide range of products online with quick delivery, Amazon provides a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer obsession, passion for innovation, and commitment to operational excellence.

Knowing Your Positioning

Do you know where you stand in your market?

By knowing your position, where you stand in the market, you’ll be able to strategically make choices about your brand/business message, marketing, and more.

Are you unique?

This is the strongest position you can have in your market. What are you doing that NO ONE ELSE is doing? What can you bring to the market that is truly yours and yours only? What makes you stand out? In today’s world, especially with the rise of influencers and entrepreneurs, finding what makes you truly unique can be a challenge.

For example, I believe Rihanna has a unique position in her market. I could be wrong, but I definitely think she does.

Are you parity?

This position is more common, and that’s okay! Why? Because others in the same market can claim this position, and they already have. But that doesn’t mean it’s bad; it simply means you’ll need a stronger marketing and budget plan. In this case, you’ll need to be seen more, heard more, and capture your audience’s attention to stand out among your competitors.

Is your position preemptive?

Similar to parity, a preemptive position is also common. However, a preemptive position allows you to do something first, even though others in your field might claim it. Just because they claim it doesn’t mean they’re actually doing it. Being in a preemptive position gives you the opportunity to make your mark and own it before someone else beats you to it.

Why a Positioning Statement Matters

A positioning statement will help define your brand or business’s core components. Although it’s an internal document, your positioning statement helps you understand and clearly articulate your brand’s position while strengthening your external brand identity and business planning.

You’re probably wondering what’s the difference between a positioning statement and a mission statement. Well, I’ll touch on that in my next “Let’s Talk Entrepreneurship” topic