Why you need a positioning statement.

Positioning statement – sounds quite like government speak or maybe a complicated yoga move, but in the world of communications and PR it’s a secret ingredient that is pivotal to a brand.
 
You maybe don’t realise it, but many organisations have positioning statements that are invisible to the rest of us. They are the thread that holds the conversation, the content and the communication together.
 
In its most simple form, positioning statements are the way of identifying the market for a product or service and then establishing it in the eyes of the said market. The value proposition often comes next and that describes what makes your product different to competitors.
 
Then comes the logic and reasoning behind a positioning statement – why do we need one and to what end and purpose.
 
The importance of a positioning statement for businesses and specifically internal communications and staff motivation is huge…

• By positioning who you are as a business, what you stand for and why, provides guidance on your marketing message and voice for your stakeholders.  They too know what they can stand by and for.

 

• Just as much as you need to know your customer base and their pain points, their needs and how your business can deliver services and solutions for those needs you also need to know your position in the market space. Your target market too needs to know who you are as a business, what you stand for and why.

 

• When considering marketing activities, most businesses look outside the business and into the market.  This is correct as you need to uncover customer insights, what their pain points are now and for the future and how your business, the services and solutions it provides, can solve these and benefit your customer base.  Your marketing activities, voice and message are strongly aligned with this.

 

• However, don’t forget to look inside the business – at your own brand – do you know how others consider your brand and its position in the market space, do your competitors sit up and respond when your brand, your voice is heard in the market space, what do your internal stakeholders think about the brand, do they believe it, know it and can they voice it and stand behind it?

 
Writing a positioning statement
Creating a simple statement will provide value, and deliver a deeper insight into your brand, beliefs and deliver context to your market space about who you are and what you stand for. The positioning statement will define who you are as a business, who you aspire to be and from this a defined voice for your business that flows through marketing communications activities.
Top tips:

1. Firstly, think closely about who your target audience is.
2. Be mindful of competition, what they are saying and doing and how you compare, this influences your marketing activities and message.
3. Think about where you want your business to go.
4. What’s the benefit to your customer, what pain points do you solve for them and the quantifiable business benefits they will gain from your services/solutions?
5. Define how you will deliver on a promise – what do you have to show for your claim? To back it up so to speak.
6. Consider what your customers/potential customers think of the industry before you look at what they may think of your brand.
7. Do you listen to your customers? Do you know what they think of you? Surveys or customer interviews are useful to get some insights and anecdotes to influence or add to your positioning statement. 

 
If you’d like to find out more and how you can start or enhance your social media journey, do get in touch with the team at 3-Eight Communications Ltd – we’d love to hear from you.