12 Model Positioning Assertion Examples and Why They Work (Infographic)

What does your model positioning assertion say about you? Is your model motivational like Nike, environmentally centered like Patagonia, or a trendsetter like Outside Voices?

Perhaps your organization doesn’t promote activewear, however you get the gist. Sturdy model positioning provides your audience a stable concept of who your model is and why they need to select you over your opponents. That is the place the idea of an excellent positioning assertion comes into play, serving as a beacon to your advertising and marketing technique and guaranteeing that your advertising and marketing efforts are aligned together with your model’s core values.

As any respectable marketer in want of inspiration does, trying to different manufacturers that you realize and love — or know and compete with — will assist you decide what you need to incorporate into your personal model technique. In any case, it’s a finest apply to conduct thorough market analysis to know your competitor panorama and outline your distinctive worth proposition clearly.

Fortunate for you, we compiled some model positioning assertion examples that can do exactly that.

What Is a Model Positioning Assertion?

Model positioning is all about setting your model other than the gang. A full technique contains branding parts like your logo and tagline that construct your model’s identification. Your web site design additionally performs an important function in reinforcing your model place within the digital area, making it an integral part of your general advertising and marketing technique.

Your model positioning assertion is a grounding abstract of your services or products and the way they fill particular wants to your audience. It’s an inner instrument used to make sure all model communication and advertising and marketing efforts are in step with the identification, goal, and values that make your model totally different from others in your goal market.

By and huge, a model positioning assertion conveys the distinct worth your model presents prospects, making it a foundational factor of an efficient model positioning technique.

Why Do You Want a Model Positioning Assertion?

A model positioning assertion helps align your inner groups so that everybody is creating and delivering on-brand consumer experiences. It acts as a press release template to your model’s communication, guaranteeing consistency and readability in your message throughout all platforms, together with social media.

Keep in mind that your model identification is all yours! Extra necessary than boiling it down into a press release is whether or not your model walks the stroll. Your model technique ought to make sure that your organization’s values and character shine by your whole branding, advertising and marketing, and communications supplies. Clients are searching for authenticity and consistency — not a wonderfully polished positioning assertion. This genuine expression contributes considerably to constructing model consciousness and solidifying your model character.

Internally, although, that completely polished assertion might be the precise inner instrument you must be certain everybody within the group is aligned.

What Are the Core Parts of Strategic Model Positioning?

The weather to contemplate when crafting your strategic model positioning embrace your audience, goal market class, buyer ache factors, model promise, model identification, core values, and mission. Understanding your excellent buyer and their purposeful advantages can information your content material advertising and marketing technique, guaranteeing that your messaging resonates with potential prospects.

To place your model and stand out out of your competitors, your positioning ought to reply questions like these:

• Who do you serve?
• What do you serve them with?
• How do you serve them?
• Why do they want your services or products?
• How do you remedy an issue to your audience?
• What makes your model reliable?
• How is your model totally different from others that supply comparable services or products?

If it helps to get your gears going, listed here are easy formulation you possibly can observe to create a successful positioning assertion:

• [Brand name] gives [benefit] as a result of [compelling reason] for [target audience] with [specific need or want].
• [Brand name] serves [target audience] who [specific need or want]. [Brand name] presents [how your company responds to need or want] to make prospects really feel [outcome of buying your product or service].

How Is a Positioning Assertion Completely different From Different Advertising Statements?

It’s price noting that your model positioning assertion is not the identical as different traditional advertising and marketing statements, together with your mission and imaginative and prescient.

For starters, your positioning assertion is used internally whereas your different statements are sometimes shared externally. Your mission assertion is the “why” behind your model, your imaginative and prescient is the place you’re headed and your model positioning assertion is the worth that your model provides to your space of focus.

Your positioning assertion can also be totally different out of your worth proposition, which explains the advantages and fascinating outcomes of your services or products. You need to use your worth proposition as a part of your positioning assertion, however the latter will even get into your model’s differentiators.

12 Model Positioning Assertion Examples We Love

Full disclosure: These examples are usually not essentially the precise positioning statements that these manufacturers created! As talked about above, model positioning statements usually keep throughout the 4 partitions of a company. That mentioned, if executed nicely, you will get a good suggestion of how a model positions itself as a result of it’s woven into the material of all of its exterior messaging.

Insider tip: You may as well have a look at press releases for clues on a model’s positioning assertion. Typically, within the “About Firm” part, manufacturers will spotlight their merchandise, companies and key differentiators.

These examples from well-known manufacturers work on a fundamental degree as a result of we will take a stable guess on the positioning assertion that grounds the messages they share with exterior audiences. We’ll additionally allow you to in on extra the explanation why we expect these model positioning examples work so nicely so you should utilize these as inspiration when crafting your personal.

1. JetBlue Airways

For vacationers throughout the U.S., the Caribbean and Latin America and between New York and London, JetBlue is a number one airline selection that places buyer security and luxury first. With options like probably the most legroom in coach, free Fly-Fi and award-winning customer support, JetBlue is on a mission to carry humanity again to air journey.

Why it really works: Journey generally is a problem, however JetBlue is right here to make it extra enjoyable and cozy by caring for its prospects and crew members like household. This assertion instance showcases JetBlue’s distinctive worth proposition, specializing in buyer consolation and security.

2. Apple

Apple gives modern private expertise for people who need the perfect computer systems and cell gadgets. With a number of product choices and software program platforms, Apple presents a seamless and linked expertise that empowers folks to simply entry breakthrough expertise that’s designed to depart the world higher than how we discovered it.

Why it really works: With its suite of easy-to-use merchandise, Apple makes the most recent in expertise accessible to everybody from tech-savvy Genius Bar staff to on a regular basis folks attempting to maintain up with immediately’s digital world. These days, Apple additionally depends on its established model identification and historical past for credibility, although its constant branding helps place the corporate as a mainstay within the circle of expertise leaders. It is a prime instance of profitable model positioning by leveraging model worth and modern product positioning.

3. Coca-Cola

Coca-Cola is a complete beverage firm that provides a variety of refreshing drinks for patrons around the globe. With a concentrate on positively impacting lives, Coca-Cola is about creating happiness, lowering environmental impression all through the availability chain, and offering hundreds of financial alternatives in native communities worldwide.

Why it really works: Coca-Cola is conscious of the Coke vs. Pepsi debate and it distinguishes itself by being an iconic model centered on happiness and constructive impression. The corporate’s concentrate on buyer wants and present developments can also be possible behind its consideration to sustainable practices and financial alternatives. Coca-Cola’s model positioning technique highlights its model character and dedication to constructive world impression, making it a standout instance of efficient model positioning.

4. Girlfriend Collective

Girlfriend Collective is a slow-fashion and size-inclusive model for these wanting to buy sustainably and ethically made activewear. With a deep concentrate on folks and the planet, Girlfriend Collective is a group of accountable and well-dressed customers.

Why it really works: Sustainable trend is turning into a development capitalized by greenwashing manufacturers however with transparency from the start and a aggressive vary of sizes, Girlfriend Collective is uniquely positioned as one of many extra genuine manufacturers to select from. Its robust model positioning technique is clear in its dedication to sustainability and moral practices, interesting on to its goal buyer who values these facets.

5. HubSpot

Straight from the advertising and marketing guru itself: Since 2006, HubSpot has been on a mission to make the world extra inbound. Immediately, over 100,000 whole prospects in additional than 100 international locations use HubSpot’s award-winning software program, companies, and help to remodel the way in which they appeal to, have interaction, and delight prospects. Comprised of HubSpot’s CRM, Advertising Hub, Gross sales Hub, and Service Hub, HubSpot provides corporations the instruments they should Develop Higher.

Why it really works: HubSpot reveals off its spectacular attain and lineup of companies to place the model as an inbound advertising and marketing chief and best choice for efficient advertising and marketing instruments. It is a clear demonstration of a profitable model positioning technique that leverages content material advertising and marketing and a complete suite of instruments to satisfy the wants of its excellent buyer.

6. Slack

Slack is a number one messaging platform for enterprise communication, utilized by hundreds of thousands to align their groups, unify their methods, and drive their companies ahead. Regardless of the dimensions of the workforce, Slack permits folks to collaborate extra successfully and get work carried out.

Why it really works: Whereas there are Slack alternatives that additionally permit messaging, the simplicity of this app makes it a go-to for fast enterprise communication wants. Slack’s efficient model positioning assertion emphasizes its distinctive worth as a easy, but highly effective instrument for enhancing workforce communication and productiveness.

7. Mailchimp

Mailchimp is an all-in-one advertising and marketing platform that empowers small companies to launch, construct, and develop with assist from easy-to-use advertising and marketing and commerce instruments, award-winning help, and provoking content material.

Why it really works: With a crowded market of comparable enterprise instruments, Mailchimp differentiates itself by being an approachable, one-stop-shop particularly for smaller companies that need assistance scaling. This positioning leverages Mailchimp’s distinctive worth proposition of offering a complete, user-friendly platform for small enterprise advertising and marketing efforts.

8. Zoom

For folks and companies who want to satisfy with others nearly, Zoom presents a seamless video communications platform. As the one platform that began with video as its basis, Zoom’s platform set the usual for innovation in intuitive, scalable, and safe digital connections.

Why it really works: Zoom leans on its historical past of being the primary video communications platform to bolster its credibility and management out there. This assertion instance highlights Zoom’s distinctive worth out there, establishing it as a pioneer in video communication expertise.

9. LUSH Cosmetics

LUSH presents contemporary, natural, and handmade cosmetics for people who find themselves acutely aware concerning the merchandise they use on their pores and skin. From inventing tub bombs and creating new, modern merchandise to moral campaigning and combating animal testing, LUSH has come a good distance since its humble beginnings.

Why it really works: LUSH isn’t shy about boasting its authentic innovations and activism, whereas additionally remembering its roots. This interprets to a welcoming, approachable, and genuine model, in addition to messaging that leads with the differentiators that encourage customers to decide on LUSH over different beauty merchandise. LUSH’s model positioning technique is constructed on its distinctive worth of providing contemporary, moral, and modern cosmetics, interesting to prospects who prioritize sustainability and moral practices.

10. Blueland

Blueland is the reply for many who need sustainable alternate options to conventional family cleansing merchandise and private care gadgets. A cleaner planet begins at residence, so Blueland’s efficient merchandise remove the necessity for single-use plastic packaging and make it straightforward, handy, and inexpensive to be eco-friendly.

Why it really works: Sustainable merchandise have a status for being dearer and fewer efficient than their conventional counterparts, so Blueland positions itself to debunk these perceptions. Blueland’s robust model positioning technique focuses on its distinctive worth proposition of offering inexpensive, efficient, and eco-friendly alternate options to conventional cleansing merchandise.

11. Hollaback!

Hollaback! is a nonprofit group that’s devoted to ending harassment in all of its kinds. The group leads a people-powered motion to lift consciousness about harassment in opposition to girls, the LGBTQIA+ group, and different marginalized identities in addition to to conduct intervention trainings for individuals who need to take motion to make sure equal entry to public areas.

Why it really works: Hollaback!’s messaging encourages supporters to attend intervention trainings and donate to the group by speaking its mission and the impression of getting concerned. This good positioning assertion instance showcases Hollaback!’s dedication to making a safer, extra inclusive society, interesting to people keen about social justice.

12. Volvo

Volvo is likely one of the most well-known and revered automobile manufacturers on the planet with gross sales of 661,713 vehicles in 2020 in about 100 international locations. Volvo goals to supply prospects with the Freedom to Transfer in a private, sustainable, and secure approach.

Why it really works: Everyone knows that purchasing a Volvo automobile isn’t about velocity or intercourse attraction — it’s about security and high quality. And that’s as a result of they’ve centered on this distinctive place since day one. Volvo’s efficient model positioning assertion highlights its dedication to security and sustainability, distinguishing the model within the aggressive automotive market.

What Will Your Model Positioning Assertion Say About You?

We began by asking you what your model positioning assertion says about you and now we’ll depart you with the identical query. As you write your personal model assertion, floor your self in your priceless differentiators and use these model positioning assertion examples for inspiration as wanted.

And bear in mind: After you have your assertion, be sure you have a powerful positioning technique in place in order that your messaging repeatedly demonstrates your worth to your audiences. This contains leveraging varied advertising and marketing efforts, from content material advertising and marketing to social media campaigns, to bolster your model’s place out there.

You already know your model’s price, now be certain everybody else does!

Editor’s Observe: Up to date Might 2024.