If you had just 15 seconds to tell a prospective customer what your brand name is all about, would you:
Start noting off products and services you sell?
Tell them broadly what your company does? Or,
Have a declaration ready that really captures the essence of how you want your brand name to be perceived?
The right answer is C. Because possibilities are, a lot of other business do something comparable to yours and most likely sell similar products.
Your brand identity and your unique value propositions are what potential customers appreciate. By going through the difficulty of summing up those in a brand positioning declaration, you can make certain that your businesss differentiating worths are constantly on the tip of your tongue.
What is a brand placing statement?
Consider it simply as a concise statement that differentiates your brand from the competition.
In some cases called a special selling proposition– this declaration informs your target market (consumers, possible consumers):.
What your brand does.
Who it does it for (e.g., your target audience).
Your distinguishing worths.
The outcomes of those distinguishing worths.
This is not the same as an objective declaration, which articulates the collective objective of an organization.
A simple method to believe of the distinction between them is that a brand positioning statement asserts your brand identity. A mission declaration sums up a company goal and is typically workforce-facing.
Heres an example of an objective statement:.
And here is a brand placing declaration example:.
Amazons mission declaration clearly targets the staff member or the potential employee. Grow Markets brand name placing statement is more appropriate to a customer or a possible customer.
How to create a brand name positioning declaration.
Start your brainstorming by responding to 4 concerns:.
What does your brand name do?
Who does it do it for (e.g., who is your target audience)?
What are its differentiating values?
What are the outcomes of those separating values?
Turn those responses into a succinct declaration using language that reflects your brand name character.
Sort of. As you craft your responses into a declaration, you likewise have to:.
Be concise: 3 or 4 remarkable sentences are a lot more impactful than a long manifesto.
Be clear: Eschew obfuscation Keep it basic. No insane crazy-big words or long sentences.
Utilize your voice: Your design, tone and diction must reflect your brand character.
Focus on positives: This isnt a brand promise to deduct discomfort points; its a guarantee to include value.
In the end, you need to be left with a concise statement of your worth proposition that is broad enough to assist the many types of branding choices youll need to make however particular enough that its special to your company.
It might take some work to get your positioning statement perfect.
And if it assists, heres a brand placing statement formula, thanks to HubSpot:.
” For [your target audience] who [target audience need], [your brand name] offers [primary advantage that differentiates your offering from competitors] since [reason why target market must think your distinction declaration.]. We would not always advise sticking rigidly to this formula– its your brand after all. Rather, you can utilize it to assist get particular words down on the page.
Do you in fact require a brand name placing declaration?
You do need a placing technique. That indicates you require to answer all the concerns that we said go into a brand placing declaration somewhere on your site.
Your branding– and your brand story– need to factor into your marketing strategy and every piece of material you develop.
Simply put, you do not absolutely require a tagline or a single, declarative paragraph that highlights your branding position, as long as your worths, your competitive advantage and your differentiator( s) as a business are made perfectly clear on your website and implicitly communicated in your messaging.
To keep that messaging consistent across all of your channels, youll probably require internal-facing paperwork and branding standards that inform your marketing products.
Either way, I rarely try to find a companys “official” brand placing statement before providing them my business. I am, nevertheless, really mindful of a brands values and its position on concerns that matter to me. And those can– and ought to– be communicated in more than just a single declarative, all-encompassing statement.
However again, if you can boil down those worths into such a statement, youll have a lot easier time articulating your brand identity.
The bottom line: Brand positioning is a practice, not a declaration.
All of us intuitively understand that stating something doesnt always make it so.
The exact same is true for your brand name placing statement.
A brand character is not achieved through a three-sentence declaration; its achieved through a continual effort to be a business that repeatedly shows its values for its audiences, clients and employees.
Take as many sentences as you need.
Either way, I rarely look for a companys “official” brand name positioning statement prior to giving them my company. I am, nevertheless, extremely conscious of a brand names worths and its position on problems that matter to me. And those can– and ought to– be communicated in more than simply a single declarative, all-encompassing statement.