Ethical—clear definition of what ethical means, do the right thing. In fact, there are too many to mention here. But it is so worth it. Remember, if you’re doing this right, it means that your brand positioning statement is internal-facing only. For mobile device users who want to be on the cutting edge of technology, Apple is an industry-leading experience company that takes an innovative, inclusive and sustainable approach to research and development because we believe technology is most powerful when it empowers everyone. “A positioning statement is an expression of how a given product, service or brand fills a particular consumer need in a way that its competitors don’t. That brand can be a company’s products and services, or the company itself. If you don’t do the very important work of launching it internally, you run the risk of causing confusion or, worse, mistrust with your internal customers, your employees. Don’t worry, you can keep the other words in that list. That is the lens through which you should view the positioning exercise so that you can truly become differentiated. What is a positioning statement? Make sure you develop an internal launch plan that is well-thought-out and will help employees understand how their role impacts the new positioning with customers. By the way, please don’t say “service,” “quality,” or “price.” Because nobody really cares. What will make them FEEL differently about you. No, not everyone will produce a product with as clear an impact in people’s lives as the next company, but every organization exists for reasons bigger than simply “to make money.” Find that reason. But so often, it isn’t. What keeps them up at night? You can’t start to tell your story until you nail your positioning. A merger or acquisition in which you've acquired new expertise, new target market or product line, You're losing market share or looking to steal market share from your competition, Your profits are shrinking, but you are growing, A majority of employees can not explain who you are or what you do, Your supply chain is perhaps underdeveloped, You do the work totally different than the competition and what was once considered a differentiator is now turning into a negative, Your product or service is becoming commoditized, Your client acquisition cost is skyrocketing, You're not considered an employer of choice by the talent pool/you need to hire and/or retain at a quicker rate, Core staff retention is taking a nosedive. Every marketing and product decision you make regarding your brand need to be aligned with and support your positioning statement. Begin finding ways of putting your UBPs into your messaging everywhere you can. Dramatically shorten the sales cycle2. Forming an effective positioning statement for marketing requires ninja-like simplicity and a focus on the true benefit your company, service, or product brings to your customers. It has to be simple and easy to remember. Therefore, positioning must align with the already-established beliefs of your customers, and the strategy is constr… It may be easier to remain all things to all people. What one or two (or more) words will best describe the feeling they’ll get from that strength? Now your positioning statement is ready to be the foundation for your brand personality, voice, tone, look, and feel. A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand. This requires some competitor review and voice of customer research. This list will help you in the later steps. These decisions include: brand name, the product or service itself, packaging, advertising, promotions, etc. These aren't things that will differentiate you from your competition. The positioning statement is going to be the guidance for the marketing plan for it will keep us focused and will help us to define accurately all the marketing actions. And help you better serve your customers. And when everything else is equal, you’re not going to get the sale unless you’re willing to sell at rock-bottom prices. A good positioning statement is a guidepost for your marketing efforts. They’re looking for a great experience they can count on. For voice of customer research, you will need to hear directly from your customers, if possible. 800.820.4624 A brand positioning statement is a document that’s been created for a business and its brand. And not all of those reasons are of equal importance. When I say Burger King, you will think “have it your way!” Taglines are hammered into our brains through advertising as short, memorable ways to recognize our favorite brands. If not, is there another key strength that maybe didn’t get as many votes, but would differentiate you? Positioning statement will help you justify the creative solutions your propose to the team. Located at the top of the first page, your positioning statement summarizes your brand – the value proposition that you bring to the table. The biggest problem I’ve faced in creating effective positioning statements, however, is communicating what a brand positioning statement actually is. Positioning Statement – is the description of the company’s objectives for a specific strategy.It helps set the business apart from its competition. Is this the sort of hyper-competitive market you want to make your mark in? It’s a single sentence stating exactly what your position in the employer marketplace will be. The brand consultancy EquiBrand recommends the following straightforward formul… Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. And it’s not uncommon to come out of this brainstorm with 40 or more key strengths. So let’s explore what a positioning statement is and what it is not. For the Heavy Duty Equipment Company employer brand example let’s narrow the list to the following 5 strengths: We know nobody purchases based on reason and rational choice. via @Imaginasium. It has to be clearly oriented towards the target group. It includes two elements: The positioning statement is a brief description of your target market as well as a complete picture of how you want that market to perceive your brand. It’s a very easy to answer the question “what do you do?”. Think about how you want your customer to feel about you, every time they think about you. 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