In today’s competitive business landscape, establishing a distinct identity is paramount to growing your business. As a player in the B2B world, you understand the importance of standing out. One powerful tool at your disposal is your brand positioning statement.

The Power of a Brand Positioning Statement Unveiled

A brand positioning statement is more than just a phrase or tagline. It’s a focused declaration that communicates what your business does, who it caters to, and how it distinguishes itself from competitors. It guides your marketing and communication strategies, shapes perception, and fosters a robust connection with your target audience.

Creating such a statement requires an in-depth understanding of your business, your market, and your unique value proposition. To assist you in this mission-critical task, we’ve outlined a step-by-step guide to help you craft a brand positioning statement that resonates with your audience and positions you as a leader in your space.

Step 1: Identify Your Target Audience

No business can be everything to everyone. (I say this a lot) That’s why defining your target audience is the first step to crafting a compelling brand positioning statement and just about everything else. Consider:

• Who are your products or services designed for?
• What are their needs and aspirations?
• How does your offering make their lives better or their businesses more successful?

Example: Slack’s positioning statement, “Slack creates alignment and shared understanding across your team, making you more productive, less stressed, and just a little bit happier,” clearly identifies their audience — teams desiring enhanced productivity and reduced stress.

Step 2: Research Your Competition

Understanding your competition is crucial in differentiating your brand. Ask yourself:

• Who are your direct and indirect competitors?
• What is their unique selling proposition?
• Where do they excel, and where do they fall short?

Use this insight to carve out a unique niche for your brand in the crowded marketplace.

Step 3: Identify Your Unique Value Proposition

Your unique value proposition is what sets you apart. It could be your innovative solutions, unrivaled expertise, or superior customer service. Make sure it is:

• Relevant to your target audience.
• Different from what your competitors offer.
• A genuine reflection of your brand’s strengths.

Step 4: Draft Your Statement

With all the groundwork laid, it’s time to draft your brand positioning statement. It should:

• Be clear, concise, and compelling.
• Resonate with your audience.
• Reflect on your brand’s essence.

Poor Example: “We sell professional services.”

Good Example: “For [target audience], our company provides [unique value proposition]. Unlike [competitors], we [competitive differentiation].”

Exploring Successful Brand Positioning Statement Examples

Now that you understand the steps to crafting a powerful brand positioning statement, let’s explore examples from well-known brands. These companies have successfully created compelling positioning statements that resonate with their target audience and set them apart from their competitors.

1: Nestle Statement

“Produce affordable, safe, and high-quality nutrition for everyone, regardless of their income level, taking advantage of our long-standing presence around the world.”

In essence, Nestlé’s positioning statement is a testament to its brand promise and unique value proposition. Their approach provides an excellent example of B2B’s aiming to craft a compelling brand positioning statement for growth and success.

 

2: Nike Positioning Statement

“For athletes in need of high-quality, fashionable athletic wear, Nike provides customers with top-performing sports apparel and shoes made of the highest quality materials.” 

Nike’s brand positioning statement masterfully captures its dedication to athletes seeking top-notch, stylish athletic gear. The brand highlights its commitment to excellence and performance, promising not just sports apparel, but a fusion of quality, style, and function. By emphasizing the use of high-quality materials, Nike assures customers of its unwavering dedication to their athletic success. This compelling narrative showcases how powerful a well-crafted, personalized, and persuasive brand message can be in engaging target audiences, setting a great example for B2B services striving for similar success.

 

3: Alaska Airlines Brand Positioning Statement

“We are creating an airline people love. Each day, we’re guided by our core values of own safety, do the right thing, be kindhearted, deliver performance, and be remarkable at work and in our communities. Alaska Airlines also fosters a diverse and inclusive culture and is an Equal Opportunity Employer.”

Alaska Airlines’ brand positioning statement paints a picture of an airline that is more than just a transporter, but a brand committed to creating a loveable experience for its passengers. With core values emphasizing safety, integrity, kindness, and exceptional performance, the airline promises not just a journey, but an experience defined by these principles. It further fortifies its commitment through its dedication to diversity and inclusivity, positioning itself as an Equal Opportunity Employer that respects and values differences. This compelling narrative is a testament to Alaska Airlines’ pursuit of excellence.

 

4: Gig Wage Statement

“Gig Wage uses proprietary technology for payroll services and compliance to offer control and flexibility to contractor-dependent businesses. This platform is specifically for the 1099 economy to manage, pay, and support happy, independent workers.”

Gig Wage’s positioning statement succinctly emphasizes its unique offering of control and flexibility through proprietary payroll technology for businesses in the 1099 economy. The brand’s commitment to managing and supporting a content independent workforce differentiates it from competitors.

 

5: Airbnb

“For local and international travellers, Airbnb is the only booking website that connects you to unique experiences worldwide because we offer the largest selection, most diverse, top-rated and personalized places to stay.”

Airbnb’s brand positioning statement effectively identifies its target audience and differentiates itself as the only platform offering unique global experiences. By proudly highlighting its extensive selection, diversity, quality, and personalized approach, it compellingly presents its unique selling points. This blend of informativeness and persuasiveness, coupled with a professional yet personal tone, makes the statement highly effective in attracting potential customers and setting Airbnb apart in the competitive travel industry.

 

These examples illustrate how a well-crafted brand positioning statement can resonate with your target audience and distinguish your brand from competitors. Each one is unique to the brand it represents, reflecting its values, unique selling propositions, and promise to its customers.

Remember, your brand positioning statement should be a genuine reflection of your business. It should speak to your target audience, differentiate you from competitors, and highlight your unique value proposition. Use these examples as inspiration, but remember to create a positioning statement that is uniquely yours.

 

The Impact of a Strong Brand Positioning Statement

In conclusion, a well-crafted brand positioning statement is instrumental to business success. It shapes how your audience perceives your brand, influences your marketing strategies, and distinguishes you in the B2B services space. By following this step-by-step guide, you can create a unique brand positioning statement that captures your brand’s ethos, resonates with your audience, and propels your business toward growth and success.

Your brand positioning statement is key to the foundation of your brand. Let it speak loud, clear, and true to your values. Make it resonate with your potential clients, compelling them to choose you over your competitors.

Ready to craft an exceptional brand positioning statement? Start now and pave your path to success in your industry.