A positioning (or a brand positioning) refers to how a given product, service, or brand meets a particular consumer need in a way that its competitors don’t. A positioning statement is a one or two-sentence declaration that emphasizes the distinguishing or unique features of a brand and creates a particular brand association in customers’ minds.
In order to build a successful positioning statement, you need to determine:
Based on the outcomes, your positioning statement should:
Positioning Statement Example- Amazon.com
“For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.”
In this article, we will go through how you can create positioning easily through our online learning platform: the Growth Marketing Hub. And don’t worry if you don’t have an established brand. The Growth Marketing Hub is designed to give you the opportunity to exercise each module and process so that you can just practice and learn.
You will need the data from your full brand check-up and buyer personas order to create your positioning. Before you start, please make sure you have completed your Persona Creation as well as the previous analysis and research on the Growth Marketing Hub.
For those who don’t have an established brand, or if you haven’t completed the previous steps, you can use the Growth Marketing Hub to simply exercise each module and process.
We start with the “Positioning Creation” menu at the Growth Marketing Hub panel. You can select the “Create a New Positioning” box from the menu to start a new positioning.
Choose a Brand/Product
Create a New Brand/Product
At this step, you can either choose one of the brands/products you have created at the “Internal Checkup” phase- from the dropdown menu, or you can easily create a new brand. Keep in mind that you should create a different brand positioning statement for each brand/product/solution-persona-funnel match separately.
Choose a Persona
Create a New Persona
You can either choose one of the personas you have already created at the “Persona Creation” phase- from the dropdown menu, create a new persona, or continue without choosing a specific persona by selecting the “All Personas” box.
As mentioned before, the key point here is to establish your brand’s uniqueness and identify what differentiates you from your competitors. Here’s an example to help you understand the process. Let’s say you provide anti-money laundering solutions in the finance industry. In this case, your positioning statement could be:
“For Compliance Managers who tackle financial crimes, our solution is an AI-based Anti- Money Laundering Application that provides assistance to financial institutions. Unlike our competitors, we become our customers’ AML partner and provide an end-to-end solution powered by AI, with extensive know-how in the payments system.”
Your brand positioning will be the foundation of your marketing messages and provide the content for your taglines, slogans, elevator pitch, etc.
Click “SUBMIT”. You have completed your Positioning Creation.
Not finished yet? You can continue to create a new positioning statement by clicking ‘Create a Positioning’.
You can see your completed positionings for each brand/product and persona on this screen.
When you click on an existing positioning, you will see that you can click on Brand/Product and Persona and reach the information there easily.