How to test your positioning statement for differentiation

Positioning helps brands set the right foundation for the company, product or service. It should be medium to long-term and consistent throughout the brand. We share some tips on how to test your positioning statement.

In our last article, we explored the differences between a positioning statement and a key message for your brand. We emphasised that positioning describes the uniqueness of your product and service as well as where and whom it serves best.

In his book, Crossing the Chasm, Geoffrey Moore described positioning as:

The goal of positioning…is to create a space inside of the target customer’s head called ‘best buy for this type of situation’ and to attain sole, undisputed occupancy of that space.

To recap, a positioning statement should meet as many of these parameters as possible:

· A one to two sentence summary – estimate between 15 – 20 words – about the business you are operating, the customers you serve and what differentiates your company

· It serves as a compass providing direction for your partners, employees and community

· It should attract attention and get the listener to want to find out more about your brand

· It should be clear about what your company does and does not

Here’s a template that you can adapt for your positioning statement:

We are the preferred partner for solving (customer problem/result) to achieve (benefit) for the (target market). We are different from (competition/alternative providers) because we have/use a (unique method/solution) to provide (proven/quantifiable outcome/s).

With a positioning statement, test it against the following set of questions to determine if it differentiates your brand against the competition or alternative product/service providers in your industry.

· Can the statement relate to an urgent or critical need or challenge for a well-defined target audience?

· Are the points made relevant to your industry and the target audience/customer you want?

· Is the statement simple and clear about what your company does, does not and promises to do?

· Does it sound credible?

· Can your competitors, partners, ecosystem make the same claim, and dilute your ownership of the challenge/need?

· Is a competitor, or alternative provider already sharing a similar or same statement?

· Is it defensible, either by being hard to replicate or imitate?

· Can your brand deliver on the promise of product or service?

· Can your partners, teams, employees relate to the statement and demonstrate their ability to meet the delivery of the method or solution?

A positioning statement can make a difference to your brand. It stakes your company’s claim externally by declaring what your brand will provide to the customer and how. It will also sharpen you and your team’s focus internally to ensure that you keep your promise to your customer and deliver credibly.

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We are Brand Utility is a business consultancy. We work with brands in the corporate, retail, travel and technology spaces.

We offer strategy and tactics to support growth outcomes - revenue, scale, regional expansion and market entry – for our clients.

Areas of support include:

· Strategic communications: Approach to market, brand concept and map, positioning, messaging, story and narrative, thought leadership

· Marketing: Campaign/programme planning, story-based marketing execution, digital marketing, community amplification, content planning and production, go-to-market execution

· Lead generation: Digital advertising, social media advertising, social commerce, e-commerce

· Integration of marketing with business operations: We plan and execute as a seconded marketing and/or PR lead for your brand

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