On the surface, a brand positioning statement looks pretty easy to write, because it is very short. But often short copy is much harder to write than long copy, because you have to distill key concepts into a few very well-chosen words.
Here’s what to include in a brand positioning statement:
1. Likely Brand Buyer – This is the person who is most likely to be interested in buying your brand. Often this person is described as being part of your “target audience.” The likely brand buyer should be described as specifically as possible: gender, race, age, income, geographic area, employment, interests, etc. Ideally, you will build a descriptive profile of one or more target audiences for your brand.
2. Competition – The statement should position your brand against existing competition so the target audience can distinguish between your brand and someone else’s.
3. Product Benefit – The single most compelling benefit of the brand.
4. Unique Brand Promise – The unique selling proposition of your brand.
The brand positioning statement is really the culmination of understanding your audience, competition, product benefit, and brand promise. The brand positioning statement can be phrased in different ways -- the way you say it isn’t nearly as important as what the statement includes.