Writing a Brand Positioning Statement is a tricky job for even the best in the business. Creating one needs a thorough study on the subject. It’s not merely a slogan or a sentence; it is an extraction of the whole Brand Idea put into a single line. The statement itself explains the whole purpose of the Brand and the deliverables that consumers can expect.
Referring to my previous article “How to create a Single Page Brand Strategy?”, I have summarized Brand Positioning in an image (given below). Brand Promise, Brand Essence, Brand Image, Brand Proposition, and Brand Association are the crucial elements while developing Brand Positioning. If any of us is weaving Branding Positioning or a statement without a deeper understanding of the above elements, it is not the right approach. Statements that are produced without any of the above knowledge fails to tell the story of the Brand.
Henceforth, I will be explaining my approach to write a Brand Positioning Statement, which is called APCACU.
The first approach is attributes. Generally, when writing positioning, the Brand is more focused on its USP (Unique Selling Point). The key attributes of the products are highlighted in this type of approach to writing a positioning statement.
For example, Pantene Pro-V’s key attribute is the Vitamin formula which helps to “strengthen the hair”. Accordingly, the positioning statement used by the brand is ‘STRONG IS BEAUTIFUL’.
The second approach pricing perspective. Usually, when applying this approach, brands offer their product or service in the market at the lowest price or a competitive price. Since the key USPs for such brands is pricing, the positioning generally states the Lowest Price or the Best Price.
For example, Trivago claims to show you the best price option. Hence, their brand positioning statement is ‘FIND YOUR IDEAL HOTEL AT BEST PRICE’.
The third approach is through competitors. Brands and products which can claim to be No. 1 or better than their competitors take this approach. This key USP, which also has the highest scoring power, is used for advertising communication. The Brand needs to win when taking the head to head feature comparison with the competitor brands.
For example, Vim Bar puts up a show in their advertisements to challenge other dish-washing bars to remove oil stains. In doing so, they claim to be the best product in the market.
The fourth approach is by application. It this case, particular feature of the product/brand is highlighted to help convert customers. Generally, it’s a single feature of the product around which the brand is developed. The feature should be so strong and convincing that it needs to be acceptable and relevant for a very long time; it needs to be fully trusted by target consumers.
For example, Kelloggs Nutri-Grain positions the brand with the statement ‘Until we get beamed to work’. The statement is further solidified by the fact that the product is called ‘Kellogg’s NUTRI – GRAIN IRON MAN FOOD’.
The fifth approach is by class. Besides the generic approach, many brands are defined by product class too. The class is defined by different factors like price, availability, and exclusivity.
For example, Maruti is marketing as an economical vehicle for the middle class whereas, Mercedes-Benz represents a status symbol. H&M might be regular wear, but Gucci makes a fashion statement.
This sixth approach is based on what consumers have to say about the product. Brands need to know the consumer feedback and sometimes they use is to be the focal point of the entire positioning.
For example, Coca Cola’s now-famous branding positioning ‘CHISO BHANEKAI MATRA COCA COLA’ was a result of wide market survey. When the surveyors asked cold storekeepers to give them a chilled drink or “Chiso Dinus Na…”, most of the shopkeepers handed them a bottle of coke. This reflected what the consumers thought of the product or equated the brand with. Hence the famous one-liner was born.
Finally, my advice would be to analyze the different aspects of the brand such as Promise, Idea, Insights and Competition, before you jump into the approach for Brand Positioning. Analyzing the brand aspects will give you a deeper understanding of the brand and its values. With that out of the way, it will be easier to choose the most relevant approach. The right approach will keep your brand relevant in the longer run and thrive in the market.
Founder & CEO , M.A.D Consultant Pvt. Ltd
The author is a professional Brand Consultant who wants to extract the brand from his experiential knowledge
Credit: This article is based on my learning from my guru “Mr.Praveen Mukhia” which absolutely blew my mind. The whole complex approach can be simplified if you have understood it completely.