1 Learn the concept
A brand positioning statement is used to guide important marketing decisions within an organization. It explains who the brand serves, what category it is in, what makes it different and why that matters. This lesson shows how to create one and use it as a filter for messages and decisions.
2 See it in action
- Who is it for? What need does it meet?
- What category does it compete in?
- What is the key benefit that sets it apart?
- What is the proof that it is true?
Worked example
From a draft to a sharper statement
Draft: "We are a bike shop that cares about customers."
Problem: it does not say who it is for or what makes the shop different.
Revised: "For city commuters who cannot be without their bike, Quick Spokes is the repair shop that guarantees same-day service because we keep the most common parts in stock."
Check: could the shop use it to decide whether to offer a weekend mobile repair service? Yes, so it is useful.
3 Study an example
Real-world case study
Avis: turning second place into a promise
What they did. In 1962 Avis launched its "We Try Harder" campaign. It put a positive spin on Avis being the second-largest car rental company in the United States, at the expense of its larger competitor, Hertz.
What happened. The slogan stayed in use for about 50 years, until a rebrand in 2012, according to Wikipedia. The source does not report sales figures, so the lasting use of the line is the main evidence of how well it worked.
What to take away. Good positioning uses your real place in the market to make a promise customers care about. Being number two became a reason to try harder for the customer.
No sales results are cited here because the source does not provide them.
4 Apply it and download
- Fill in a positioning template.
- Test it against competitors.
- Share it with your team.
Worksheet Positioning statement templateOpen, print or save as PDF