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.
Think about the ideal product or service that could be provided in your category.
Does it paint a clear mental image? What your brand positioning statement is not? Is it believable? Who or what influences them and why?
If your brand is fun-loving, lighthearted, and not-too-serious, your positioning statement should also reflect these qualities. Here are six keys to keep in mind: It is simple, memorable, and tailored to the target market. Here are 15 examples: Mercedes-Benz: Engineered like no other car in the world BMW: The ultimate driving machine Southwest Airlines: The short-haul, no-frills, and low-priced airline Avis: We are only Number 2, but we try harder Wharton Business School: The only business school that trains managers who are global, cross-functional, good leaders, and leveraged by technology Famous Footwear: The value shoe store for families Miller Lite: The only beer with superior taste and low caloric content State Farm: Like a good neighbor, State Farm is there.
It helps you evaluate whether or not marketing decisions are consistent with and supportive of your brand.
You want to do this right.
Does someone else provide this value to this market better than we do? It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics.