Positioning Statement Debriefed:

Here is a presentation with the goal of simplifying the concept of the positioning statement. Quite often we find businesses overlook the importance of the positioning statement (otherwise known as unique selling point, value proposition, etc.) The positioning statement can be a simple guideline for the strength of your marketing activities.

1. The$Positioning$Statement$
Debriefed$
An$overview$of$a$positioning$
statement.$

2. Rules$of$a$Positioning$Statement$
Your%posi)oning%statement%should%be%your%internal%marke)ng%guideline%
for:%$
• Who%your$primary$market$is$$
• What%you$want$to$communicate$to$your$primary$market$$
• How%you$want$to$position$your$brand$$
• The$Value%you$want$your$customer$to$see$in$your$brand$over$other$
brands$$
Think$of$a$positioning$statement$as$the$nucleus$for$all$that$is$marketing.$
Develop$first$to$help$guide$marketing$messaging$and$creative$efforts.$
It$is$the$uniqueness$to$which$you$can$standup$and$shout.$
The$greatest$outcome$for$creating$a$positioning$statement$is$to$give$FOCUS$
to$your$message,$and$attract$customers$who$understand$precisely$what$
they$are$buying$into.$
The$language$is$not$catchy,$it’s$plain$and$simple.$

3. The$Nucleus$
Positioning$
Statement$
Strategy$
Goals$
Tactics$
Tagline$
New$
Product$
Develo
pments$
Messag
ing$
Commu
nication$
Mission/
Vision$
Brand$
Identity$
Everything$marketing$should$
revolve$around$the$
Positioning$Statement.$

4. Common%Mistakes$
Here%are%some%common%mistakes%when%wri)ng%a%posi)oning%statement.$
$
• Writing$the$language$to$be$“target$audiencePready”,$like$an$elevator$
speech$
• Not$defining$the$audience$specifically$enough$
• Not$identifying$benefits$that$are$unique$
• Using$reasons$to$believe$that$are$too$soft$or$are$not$verifiable$before$
purchase$

5. Attributes$of$Positioning$Success$
The%posi)oning%statement%should%be:%%
$
• Relevant$
• Unique$
• Credible$
• Clear$
• Stable$
!
If!your!posi+oning!varies!too!far!within!the!communica+on!channels,!you!
will!confuse!your!audience!about!your!brand’s!context,!promise,!personality!
or!values;!this!is!catastrophic.!

6. Q&A$
What%if%customer%“B”%likes%some%of%our%other%product/service%features?%%
That’s$great!$But$ultimately$know$who$is$your$key$customer.$Most$customers$will$
appreciate$that$you$have$clarity$in$how$you’re$the$best,$and$that$the$language$says$
something$different$than$everyone$else.$$
How%does%this%relate%to%the%vision%and%mission%statements?%%
The$vision$and$mission$statements$primarily$guide$the$company’s$direction$as$a$whole.$
The$positioning$statement$supports$these$statements$in$how$it$guides$the$branding$and$
marketing$messages.$$
The$Mission$statement$is$primarily$used$to$guide$employees$and$how$they$fit$into$the$
business’s$core$purpose.$A$Vision$statement$is$where$you$want$the$organization$to$be$in$
the$future.$A$positioning$statement$is$how$you$want$your$brand/product/service$to$be$
perceived$by$prospects$and$customers,$so$you$can$create$strategies$to$achieve$it.$$
Can%I%change%the%words?%
Yes,$you$should$tailor$words$for$each$communication$channel.%
$

7. Q&A$
What%if%we%want%to%expand%our%product%line%into%areas%that%don’t%relate%to%
our%posi)oning%statement?%
If$you$diversify$into$new$territory,$then$that$product$line$should$get$it’s$own$positioning$
statement$with$separate$marketing$messages,$strategies,$and$tactics$$
Do%we%have%to%use%these%exact%words%that%are%in%the%posi)oning%statement?%%
EXTERNALLY$P$No$$
Use$it$as$a$tool$to$guide$your$marketing$communications$to$your$key$customer.$$
It’s$okay$to$mention$other$features$as$long$as$people$first$clearly$understand$your$
uniqueness.$$
Keep$statement$in$mind$when$developing$your$marketing$messages$and$choosing$images$$
$
INTERNALLY$P$Yes$$
Maintaining$the$exact$words$of$the$positioning$statement$provides$clear$direction$and$
internal$understanding.$

8. Positioning$Case$Study$Example$
Brand:$Volvo$Automobile$
Posi)oning%Statement:%Best$in$Safety$
Target:%%upscale,$between$25$and$40,$well$educated,$family$oriented,$motivations$include$safety,$
reliability,$functionability,$fun,$style$
Suppor)ng%components%of%posi)oning%statement:%
Logo$represents$steel$and$strength$
Consumer$Reports$says$that$consumers$think$of$Volvo$when$they$think$of$car$safety.$
Coverage$plan$–$“Safe$+$Secure.$Feel$as$secure$purchasing$a$new$Volvo$as$you$do$driving$one.”$
Promotes$results$in$crash$tests.$
Video$title$P$Volvo$Car$Corporation$improves$safety$with$communicating$cars$
Club$–$Volvo$Saved$My$Life$Club$
World$first$Pedestrian$Detection$feature$
Other%secondary%benefits:%innovative$technology,$beautiful$design,$environmental$care$and$quality$of$
life$
Conclusion:%%
You$can$state$other$features$and$benefits$within$various$communication$challenges.$The$goal$is$for$
everyone$to$know$your$positioning$first,$foremost,$and$top$of$mind.$As$an$example,$Volvo$describes$
their$S60$on$the$website,$“Discover$the$high$standard$of$performance,$design$and$safety$of$the$2013$
Volvo$S60$sports$sedan,$now$available$with$AllPWheel$Drive.$On$top$of$its$sleek$design,$you'll$feel$the$
power$of$its$turbocharged$engine$and$advanced$stability$traction$control.”$

9. Volvo$Online$Support$

10. Volvo$Online$Support$

11. Positioning$Template$
Your%posi)oning%statement%should%be%your%internal%guideline%with%a%format%
such%as%follows:%
$
For!(target!audience)!
$
(Brand!X)!is!the!only!(market!context)!
$
that!(unique!benefit!delivered)!
$
because!(reasons!to!believe!F!proof!that!the!brand!can!deliver!the!unique!
benefits!by!items!such!as!suppor+ng!features!or!tes+monials.!These!proofs!
should!be!verifiable!before!purchase!by!a!prospect;!in!other!words,!you!
shouldn’t!have!to!already!be!a!customer!to!verify!the!reasons!to!believe.)$

12. WORKSHEET%
Use$the$next$few$slides$as$a$guide$to$create$your$positioning$statement.$

13. Proposed$Positioning$for$__________$
We$believe$that$the$proposed$positioning$statement$promotes$your$primary$
benefit$to$support$your$primary$features.$
$
For!(target!audience)!
For$_______________________________________________________$
Brand!X!is!the!only!(market!context)!
__________________________________________________________$
that!(unique!benefit!delivered)!
__________________________________________________________$
because!(reasons!to!believe)!
because$___________________________________________________$

14. Benefits$to$the$Primary$Target$
Here%are%some%examples%on%how%the%posi)oning%statement%will%work%once%
it’s%seeded%into%the%marketplace:%
%
• Insert!list!on!how!the!primary!target!may!react.!__________________!

15. Supporting$Features$
These%are%some%of%the%primary%features%that%appear%to%support%the%
recommended%posi)oning%statement:%
$
• Write!down!list.!____________________________________!

16. Supporting$Messaging$
Here%are%some%examples%of%suppor)ng%messages%that%relate%to%and%
strengthen%the%posi)oning%statement,%thereby%strengthening%the%
mindshare%of%consumers.%
$
Write!down!list!of!poten+al!messages.!______________________________$
$

17. Good$Articles$to$Help$Understanding$
http://www.formalifesciencemarketing.com/newsletters/craftingPaPclearPeffectiveP
positioningPstatement/$
http://darksidemarketing.com/2009/10/07/practicalPexamplesPofPaPpositioningP
statementPinPaction/$
$

18. Ask%for%a%complimentary%marke)ng%
analysis.%
$
Contact$Nicole$at$262.289.9210$x215$