Simple Template for Brand Positioning Statement

There are a variety of valid templates for building brand positioning statements. Below find one we used at Coca-Cola that I have modified through the years. The template is just a starting point, a recipe that almost begs to be modified to suit your tastes. That said, starting with a template ensures that all the basic ingredients are in place and that any omissions are purposeful.

Here’s the simple template:

For (insert consumer target), (insert brand name) is the (insert competitive set) that provides (insert benefits) because only (insert brand name) has/does (insert reason to believe the benefit).

• Consumer Target: Who will use this brand (I’m purposely saying “use” not buy.) Think demographically and psychographically.
• Competitive Set: This is the product category(s) that consumers will primarily evaluate when choosing your brand. Be as narrow as you can.
• Benefit: Functional and/or emotional benefits need included here.
• Reason To Believe / Proof: Why I should believe the above benefits.
• Brand Character: I have found it works best to weave character statements into the benefit and/or the reason to be believe sections. If insufficient, at another line that states brand character.

Examples:

• For large frame runners, New Balance 993 is the no-nonsense, performance running shoe that let’s you run pain-free. That’s because New Balance 993 with Abzorbs Cushioning is built to handle the pounding of a large frame runner so your knees and angles won’t have to.
• For dissatisfied, middle-class Americans, Barack Obama is the presidential candidate that provides hope for a better life because only Barack Obama will bring real change to America. That’s because Barack Obama can be trusted to break down racial and class boundaries that favor the rich enabling everyone to enjoy the richness of America.

In closing, let me repeat from my previous post that positioning statements are written for business partners (creatives, sales people, engineers, marketers, etc). This is not a consumer communication. Focus on getting the language concise and clear, not clever.

Give it a try with one of your favorite brands like Starbucks, Nike, etc.