How to Create Positioning Statements in Growth-Driven Marketing
May 15, 2020

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:

  • Your target persona and their needs
  • Brand promise (capabilities and unique selling proposition)
  • The reason to believe (highlighting the most convincing facts that your brand delivers on its brand promise)
  • How your competitors are positioning their brands

Based on the outcomes, your positioning statement should:

  • Express the differentiation of your product/brand from your competitors
  • Reflect your brand positioning in everything you provide
  • Be memorable, easy to understand, and provide a clear picture in your customers’ mind
  • Resonate with your target customers
  • Contain distinctive phrases/words. You should avoid generic statements such as “special,” “quality-solutions,” etc.

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.

Positioning Creation with the Growth Marketing Hub

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.

Create a New Positioning

1- Choose or Create Your Brand / Product

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.

2- Choose Your Persona

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.

3- Create your Positioning

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’.

View Completed Positionings

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. 

 

CONTACT US
Drop us an email at info@nbtdigital.com or leave your details to get further information about our growth and digital marketing solutions and courses

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How to Create Positioning Statements in Growth-Driven Marketing
May 15, 2020

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:

  • Your target persona and their needs
  • Brand promise (capabilities and unique selling proposition)
  • The reason to believe (highlighting the most convincing facts that your brand delivers on its brand promise)
  • How your competitors are positioning their brands

Based on the outcomes, your positioning statement should:

  • Express the differentiation of your product/brand from your competitors
  • Reflect your brand positioning in everything you provide
  • Be memorable, easy to understand, and provide a clear picture in your customers’ mind
  • Resonate with your target customers
  • Contain distinctive phrases/words. You should avoid generic statements such as “special,” “quality-solutions,” etc.

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.

Positioning Creation with the Growth Marketing Hub

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.

Create a New Positioning

1- Choose or Create Your Brand / Product

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.

2- Choose Your Persona

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.

3- Create your Positioning

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’.

View Completed Positionings

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. 

Konu Etiketleri

Drop us an email at info@nbtdigital.com or leave your details to get further information about our growth and digital marketing solutions and courses

Subscribe to our blog​
Stay up to date with the latest growth marketing tips and news

NBT uses the information you provide to us to contact you about our relevant content, products, and services. You may unsubscribe from these communications at any time. For more information, check out our Privacy Policy.

Related Insights