What does a positioning statement include?

What does a positioning statement include?

A positioning statement is a brief description of a product or service and target market, and how the product or service fills a particular need of the target market. Positioning statements are used to describe how your product or service fills a need of your target market or persona.

What is a positioning statement definition?

A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand. It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics.

What is the most important component of a positioning statement?

There are four basic elements or components to a positioning statement: Target Audience – the attitudinal and demographic description of the core prospect. The customers who represents the brand’s most fervent users. Frame of Reference (FOR) – the category in which the brand competes.

What is Nike’s positioning statement?

The Positioning statement of Nike is “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport”. In today’s competitive environment, Nike, one of the global leaders in sporting goods industry, has established a strong position for enhancing athletic life style.

Is a positioning statement one sentence?

A positioning statement is a sentence or paragraph that clearly defines what you do (market category), your unique feature (differentiation), your target customers, and how your product benefits your target market (brand promise).

How do you start a positioning statement?

To write your positioning statements, follow these steps:

1. Select the target customer group you want to focus on.
2. Develop a list of needs your customer group has that you intend to meet (if not already included in your customer profile).
3. List your product/service’s benefits that uniquely meet these needs.

How do you use a positioning statement?

Your brand positioning statement should be a couple of sentences that clearly defines why your company exists—who’s your target audience, what do you offer, how do you compare to competitors, what’s your unique selling proposition, etc.

What is brand positioning explain with an example?

Brand positioning is the way you differentiate yourself from your competitors and how consumers identify and connect with your brand. It’s comprised of the key qualities and values that are synonymous with your company. Our competitors might be able to offer similar services to us, but they can’t replicate our brand.

What is the point of difference in this positioning statement?

The unique and defendable point of difference is the heart of the brand positioning statement. This is the one emotional or physical benefit you want to be known for – something you do differently or is superior to all of your competitors, or that you can own (if others don’t already).

Why is it important to have a positioning statement?

Positioning statements are valuable, because they give a product or company an identity. The customer should be able to grasp what the brand, product or business is about. A good statement distinguishes the product from other products that might appeal to the same type of consumer or need.

What are the three positioning strategies?

There are three standard types of product positioning strategies brands should consider: comparative, differentiation, and segmentation. Through these strategies, brands can help their product stand out by targeting the right audiences with the best message.

How do you determine positioning strategy?

7-Step Brand Positioning Strategy Process

1. Determine how your brand is currently positioning itself.
2. Identify your direct competitors.
3. Understand how each competitor is positioning their brand.
4. Compare your positioning to your competitors to identify your uniqueness.
5. Develop a distinct and value-based positioning idea.