What's up brand builder Stephen Houraghan here at BrandMasterAcademy.com and in this video you're
going to learn how to write a brand positioning statement so you can crystallize exactly why
your audience should choose your brand and use that to develop a compelling messaging strategy
now if you're new to the channel and you want to build brands that go beyond the logo using
strategy psychology and creative thinking then you're in the right place hit that subscribe
button and the notification bell if you want to fast track your results make sure you grab the pro
brand strategy blueprint it's a free download and the link is in the description now when it comes
to brand design the logo is 101 when it comes to brand strategy positioning is 101 every single
business wants to better connect with who their audience is so they can get more customers and
ultimately sell more stuff but before you go out creating messages for your audience to read you
should really define what it is you want them to remember and that's where the positioning strategy
comes in so what is a brand positioning statement well it's a brief description that defines
what the brand does who it does it for and the unique way that it does it and that helps to
differentiate the brand from its competitors in the way it goes about its business and the way
it provides an outcome to the client now this differentiation is really really important this
is the crux of the brand positioning statement defining that brand positioning statement and
defining that differentiation really gives clarity both internally and externally for the brand
externally it tells the audience what it does and why it should be remembered but internally it acts
as a guiding tool for everything else within the brand for all the communication and all
the messaging and that defines the differentiated value that the brand offers so what is the purpose
of the brand positioning statement well the answer to that is clarity as i mentioned before
clarity both internally and externally now of course the brand positioning statement can be
posted on a social media page or posted on a website and that can provide the audience with
a bit of clarity as to why the brand should be remembered but ultimately no brand goes around
putting their positioning statement all over their social media posts time and again or everywhere
on their website so the reality is most audience members most people within that audience category
are not going to see the brand positioning statement the brand positioning statement
therefore is more of an internal guide to guide decisions and actions within the brand that will
ultimately shape how the brand is perceived in the marketplace through its identity and through
its messaging now there are a few key elements that need to be included within the positioning
statement and they are your target market your pain points your outcome or experience that you
want to deliver to your audience the competitive alternative that they have in the marketplace
and the difference that your brand offers what is that difference how are you going to do things
differently from your competitors so how do you write a brand positioning statement well you take
the elements that i just outlined before and you put them into a statement in chronological order
and i'm going to show you exactly how to do that right now step number one define your audience now
i'm not talking here about going away and creating a buyer persona you should have already done that
by the time you get to your positioning strategy because your positioning strategy should be based
on who your audience is and what they want here i'm talking about categorizing who that person is
categorizing that group of people and giving them a title that you can refer to within your brand
positioning statement so for example your category might be fitness loving women step number two
uncover their pain points so your audience is trying to achieve something they're trying to get
to some kind of outcome and they have challenges standing in their way that causes them some kind
of emotional tension so you need to uncover what those challenges are so in the case of the fitness
loving female maybe they have kids maybe they have a husband maybe they have a full-time job
and these all get in the way from her being able to do what she wants to do and that causes that
pain point that causes that emotional distress so we'll cover what that is and outline what that is
step number three define the outcome or experience so this is what they want to achieve this is their
goals they ultimately want to experience this and the challenges that are standing in their way of
getting to this are causing them their pain points so an example of an outcome that they
might want to achieve they might want to achieve the body that they desire without sacrificing
the food that they love step number four identify the competitive alternatives so your audience
is trying to achieve this outcome and if they don't go with your brand then they have plenty
of alternatives in the market there's plenty of other businesses and other brands trying to offer
their services or their products to your audience so you need to identify those competitors you need
to identify the competitive alternative in the marketplace and categorize those competitors and
step number five define the differentiator so this is the unique way that your brand is going
to do things differently from your competitors and this is where the rubber meets the road in terms
of the positioning statement this is what you want your audience to remember your brand for to
remember why you're different and why they should choose you so really defining the difference that
you're going to make what is it that's different about your brand about your offering and about
your experience so once you've defined all of those elements you simply grab those elements
and pop them into a template which is your positioning strategy template so let's have a look
at how all of this looks in a statement so using the audience that we referred to before in the
example that we referred to before this is how the statement would look we help fitness loving women
who struggle to balance great food with fitness commitments to achieve the body that they desire
without sacrificing the food that they love unlike other meal delivery services our solution tailors
meals to foodie pleasures and fitness goals now as you can see that doesn't exactly roll off the
tongue but it's not designed as a tagline it's not designed as a slogan it's designed for clarity yes
you can choose to put this on your website if you like but really it's an internal document it's an
internal document to guide decisions actions and the development of the brand through the identity
and through the messaging so the audience understands why they should remember
your brand so take the time to understand your audience to do that research to research your
competitors and understand the market landscape and when you do and when you're ready to position
your brand then this video will show you nine approaches that you can use to position your
brand effectively until next time brand like a master and i'll see you in the next video
you