Brand Positioning Statement (Template + Example)

A brand positioning statement will help your business to define itself and appeal to a certain demographic.
In today’s market, it’s not enough to have a product or service that sells on features and benefits. People are looking for experience and to belong.

Let’s understand the brand positioning statement by looking at 2 examples, one from Nike and another one from Walt Disney World.

Here is Nike’s brand positioning statement:

For serious athletes, Nike gives you confidence that provides the perfect shoe for every sport.

And the Walt Disney World:

For the young and young-at-heart, Walt Disney World is the theme park that best delivers on an immersive and magical experience because Walt Disney World, and only Walt Disney World, connects you to the characters and worlds you most desire.

As you can see, the brand positioning statement includes two important elements:

1. A brief description of your target market
2. How you want the market to perceive and experience your brand

How to Create a Brand Positioning Statement?

You need to answer these three questions.

1. Who are my customers?
2. What benefits does my product or service offer to the customers?
3. Who are my competitors?

Once you’ve answered these three questions, your brand positioning statement should describe what core benefit your product or service offer as compared to that of your competitors.

Positioning Statement Template

Here’s a simple template to create your own brand positioning statement.

For [Your Target Customer], [Your Brand] offers [Differentiating Benefit For Customers] by [How You Make it Possible].

Let’s take the above two examples from Nike and Walt Disney and use them in our template.

For Nike, we have the positioning statement: For serious athletes, Nike gives you confidence that provides the perfect shoe for every sport, where your

Target customer is For serious athletes,
Brand is Nike,
Differentiating benefit for the customer is Gives confidence, and
How they make it possible is by Provides the perfect shoe for every sport.

For Walt Disney World, we have the positioning statement: For the young and young-at-heart, Walt Disney World is the theme park that best delivers on an immersive and magical experience because Walt Disney World, and only Walt Disney World, connects you to the characters and worlds you most desire, where your

Target customers are For the young and young-at-heart,
Brand is Walt Disney World,
Differentiating benefit for customer is delivers on an immersive and magical experience, and
How they make it possible is By connecting you to the characters and worlds you most desire.

Having a good brand product or service isn’t always about features and benefits.

What the audience is looking for is an unforgettable experience, a great feeling from using your product or service. And a good way to show people what they will get by using your product or service is by having a great brand positioning statement.

One key factor to keep in mind while creating the positioning statement is that, EVERYONE, and I mean everyone who is involved in your brand in any way must live by that statement.

It’s only through the build-up of experiences of hundreds or thousands of people talking to one another, talking about the experience that they’ve had with your brand that builds that trust and loyalty.

If everyone is not singing along the same lines of your brand positioning statement, then it won’t work for your brand.

Looking for ways to make your business stand out in the marketplace? Contact Clevertize today!