According to a study, 89% of consumers will stay loyal to a brand that shares their values. It's not just about what you sell—it's the story you tell. Strong brand positioning guides your audience to your shore, making your brand unforgettable in a crowded marketplace.
It's difficult to stand out in today’s fast-paced business world. With a brand positioning strategy, you can carve out a unique space in your audience’s mind. By defining your brand’s purpose, mission, and values, you lay the groundwork for a compelling brand positioning statement that attracts and retains loyal customers.
In this post, we’ll discuss brand positioning in detail. We’ll examine how to define your brand’s purpose, craft a mission statement, and establish core values. A clear brand positioning strategy is your roadmap to differentiating your brand in a crowded market.
Let’s start by understanding the basics of brand positioning and why it can be a game changer for your business.
Brand Positioning
Brand positioning is the strategic process of positioning your brand in the market and in the minds of your target audience. It defines who you are, what you stand for, and how you differ from your competitors. At its heart, brand positioning is about creating a unique image, value proposition, and identity that resonates with your audience and drives brand preference and loyalty.
Why Brand Positioning Matters
Why is brand positioning so important?
Consumers are overwhelmed with choices, and having a unique value proposition and a distinct brand positioning helps you stand out. It means your brand is seen, remembered, and preferred.
Strong brand positioning leads to:
🎯 A clear and consistent brand message builds trust and loyalty.
🎯 A well-positioned brand is top of mind for consumers.
🎯 Differentiating your brand from competitors gives you an edge.
Brand Positioning Examples
Consider Apple and Nike, titans in their industries.
🍏 Apple’s brand positioning is about innovation, premium quality, and sleek design. Their consistent messaging and product experience make them synonymous with technology.
✔️ Nike positions itself as a champion of athleticism and inspiration. Its tagline, “Just Do It,” sums up its mission to empower every athlete, making it synonymous with motivation and performance.
The secret to their success? A clear and compelling brand and customer service positioning strategy that resonates with their audience.
Your Brand’s Purpose
Your brand purpose is the reason your brand exists beyond making a profit. It’s the bigger impact you want to have on the world and the difference you want to make. A clear brand purpose is your brand’s North Star guiding all your strategic decisions and actions.
Defining Your Brand Purpose
Finding brand messaging and defining your brand purpose involves digging deep into your brand’s core:
Reflect on your brand’s origin story.
What inspired your brand?
What problems were you trying to solve?
Identify your brand’s core beliefs and values.
What are your brand’s principles?
What are the non-negotiables that define your brand’s personality?
Consider the impact you want to make.
How do you want to change the world or your industry?
What legacy do you want to leave?
How to Express This:
Be real and honest. Your purpose should reflect your true motivations and values.
Keep it simple and straightforward. Avoid complexity and jargon. Make it easy to understand and remember.
Make it resonate with your target market. Your purpose should align with the values and beliefs of those you serve.
Brands with Clear Purposes
Brands like Patagonia and TOMS have purposes that drive their business and marketing.
Patagonia’s environmental sustainability is reflected in every part of its business, from product design to company practices. TOMS’ mission to improve lives through its one-for-one model resonates with socially conscious consumers.
A clear brand purpose not only sets your brand apart but also deepens the connection with your audience, driving loyalty and advocacy.
Your Brand Mission Statement
A brand mission statement expresses the core purpose and direction of your brand. It defines what your brand will achieve, who it will serve, and how it will add value. This is the foundation for all your business strategies and ensures everything you do is aligned with your overall goals.
How to Write a Great Mission Statement
Define Your Brand Goals
Set ambitious yet achievable goals for your brand. These should outline a clear path for your brand’s growth and success.
Who You Serve
Understand who you're serving. Your mission statement should reflect the needs and desires of your target market, ensuring it resonates with them.
What You Offer
What’s the unique value and benefits you bring? This is where you differentiate yourself from the competition by what makes your offerings better.
Your Brand Values
Your mission statement should reflect your core values. These values drive your brand’s behavior and decision-making, so they are part of your mission.
Keep it Short and Sweet
Aim for a mission statement that is short, memorable, and impactful. Avoid jargon and complexity; simplicity and clarity are key.
Real Examples of Great Mission Statements
Google
“To organize the world’s information and make it universally accessible and useful.”
Tesla
“To accelerate the world’s transition to sustainable energy.”
These mission statements are great because they are simple, focused, and aligned with the brand's long-term vision and values.
Your Brand Values
Brand values are the principles that shape your brand’s identity and behavior. They inform how you interact with customers, make business decisions, and build your brand positioning framework and internal culture. Clear and authentic brand values build credibility and trust with your audience.
How to Write Your Brand Values
Dig into your brand’s core beliefs and principles.
Get to the heart of your brand's beliefs. These are the non-negotiables that define who you are and what you stand for.
Get input from stakeholders.
Involve employees, customers, and other stakeholders in the process. Their perspectives will give you valuable insight into what your brand really means.
Prioritize values that support your brand mission and vision.
Make sure your chosen values align with your brand mission and vision. They should support and enhance your overall brand strategy.
How to Make Values Authentic
👉 Be Real
Authenticity is key. Make sure your values reflect your brand’s true self and behavior.
👉 Align with Everyday Business
Your values should be visible in every part of your business, from customer interactions to internal policies.
👉 Communicate Values Across All Touchpoints
Reinforce your values through consistent messaging across all channels.
Brands with Clear Values
🍦 Ben & Jerry’s
Social justice and environmental sustainability are the company's values, which are evident in its supply chain, business practices, and advocacy.
👟 Zappos
Customer service and employee happiness. Their values are visible in customer interactions and workplace culture.
Brand Positioning Statement
A brand positioning statement is a short description of how your brand is different from the competition and why your target audience and audience should choose your brand. It’s a strategic tool that guides your marketing and ensures consistency.
Components of a Good Positioning Statement
🏆 Target Audience
Who is your brand for? Understanding your audience’s needs, desires, and pain points is key.
🏆 Brand Promise
What unique value do you promise to deliver? This is what makes your brand special and interesting to your audience.
🏆 Brand Differentiation
What makes you different from the competition? A unique feature, better quality, better service or a different brand personality.
How to Write a Memorable Positioning Statement
🎯 Be Specific
Don’t be vague. Be clear about what you offer and why it’s valuable.
🎯 Focus on Your Unique Strengths and Values
Highlight what makes your brand truly different. This will help your audience know why they should choose you over others.
🎯 Keep it Short and Sweet
A positioning statement should be brief and punchy. Aim for something that can be remembered and repeated.
Do’s and Don’ts
👉 Do Use Language Your Audience Can Relate To
Speak in a language your audience can understand and connect with. Use their language and talk to their needs directly.
👉 Don’t Use Jargon or Complex Language
Keep it simple. Avoid industry jargon and make it accessible so it’s clear and impactful.
Brand Position Strategy: Purpose, Mission and Values
Your brand’s purpose, mission and values need to be aligned for a cohesive brand strategy. These elements shouldn’t work in isolation, they should work together to create a single brand identity that’s consistent across all touchpoints.
Consistency Across All Touchpoints
Your brand message should be the same whether it’s through advertising, social media, customer service or internal comms. Consistency builds trust and reinforces your brand.
Internal Alignment
Make sure everyone in your organization knows and lives your brand’s purpose, mission, and values. This internal alignment ensures your brand message is authentic and lived out in every interaction.
Communicate Clearly and Often
Communicate your brand’s core elements to both internal and external audiences. Keep your brand top of mind and reinforce your message.
How to Measure Your Brand Positioning
Measuring the impact of your brand positioning is key to knowing if it’s working for your audience and your business.
KPIs to Track
Brand Awareness: How well-known is your brand in your target market?
Customer Loyalty: Repeat purchase rates and customer retention.
Market Share: Where does your brand sit compared to competitors?
Customer Feedback: Collect and analyze customer feedback to measure brand perception.
How to Measure Brand Positioning
Surveys and Focus Groups: Ask your target audience directly.
Social Media Monitoring: Track mentions and sentiment around your brand online.
Sales Data Analysis: Look for trends and patterns in your sales data that reflect your brand positioning.
Conclusion
Having a clear and defined brand positioning is the key to building a strong, long-term relationship with your audience. It guides your marketing, informs your business decisions, and helps you stand out in a crowded market. By defining your brand’s purpose, mission, and values, you create a foundation for your brand’s success.
Ready to start developing your brand positioning now? At CVAC, we create bespoke strategies that work for your audience and your business. Contact us today to find out how we can help your brand stand out.
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