After segmenting your potential audiences and selecting the ones to target, clear positioning is the next critical step for success as a brand. This is what will define what space your brand occupies in the minds of your audience relative to your competitors. As illustrated above, it is the intersection of the category set to which you and your competitors belong, that which sets you apart from those competitors, and that which will have relevance to your target market.
This intersection can be seen as the basis for a recipe to a clear positioning statement that you can then use as a guide. There are four components to consider for the statement, three of which make up the above Venn diagram. The target market must be stated concisely, making sure to be specific. Then, the competitive set must also be referenced. Since this most often refers to the category in which your brand competes, you should consider what the relevant points of parity (POP) are, meaning attributes shared with other brands. This is followed by the points of difference (POD); the things which are strongly associated with your specific brand and which consumers do not believe your competitors can do as well. The last component, while not being in the above diagram, is crucial; the why. Your positioning statement must contain a reason to believe (RTB) in the uniqueness of the claim you are making.
Let’s take a look at the basic framework of the recipe, as well as an example of how it may be used by a brand such as a sports team to illustrate.
“For [target market], [brand name] is the brand of [competitive frame of reference] that offers [point of difference/unique benefit] because [reason(s) to believe].”
“For novice sports fans in the Greater Metropolis Area looking for a team to root for, the Kryptons Hockey Club is the major league franchise that offers the most excitement for new spectators because of the sport’s unique blend of speed, honed skill, and grittiness.”
You can see how this recipe can be adjusted to fit your own brand’s circumstances. Of course, make sure you have first done your homework as to what your ideal target market should be and what unique offerings you have for them specifically. This will ensure that your positioning statement will keep you on track for success.