Brands often assume that positioning and messaging are used interchangeably and across audiences. We explain why both concepts should be regarded as separate but important foundation aspects of your branding, marketing or communications efforts.
Most products and services start with a description that looks to share with an audience or customer, what exactly it is all about. This typically includes an explanation about the features, benefits, and value to the recipient. Confusion begins when the context, environment, description, usage and delivery start to overlap into similar-sounding statements and copy. What often happens with a blended positioning-messaging statement is it starts to get used across different channels, for example, sales documents, social media pages and even press materials. The statement starts to define the product or service even though it does not build up to the desired outcome. This is because it was crafted without considering where it is used and whom it is directed toward. This sows more confusion amongst the audience; and they leave for a competitor that offers simpler and clearer information. The negative cost of treating a position and message as the same is easily avoided with some pre-emptive effort. In this article, we walk through common questions regarding positioning and messaging, and align it with audience and outcome. What is a position or a positioning statement? Positioning is how your brand describes the uniqueness of your product or service; as well as where and whom it serves best. It seeks to explain how your product or service will add value to the target audience, and why it is better than the competition. Positioning is important because it helps provide a roadmap and guide for your brand and the team supporting it. The roadmap determines what features are important to a specific customer profile, and influences pricing and the public agenda. Of course, it will also contribute to the messaging. What is a message? Messaging supports your positioning. It is a narrative that you want a (defined) target audience to take away after they interact or engage with your business or brand. It is a precise statement and summation that explains what you do, how you are different and the value that you bring to that target audience segment. In a previous article, we shared how you can build your key messages.
What is one without the other? Both concepts should not be used interchangeably; instead they can and should complement each other. Both positioning and messaging typically form the anchor or foundation of every marketing or PR programme or campaign a brand looks to kick off. A clear and concise position influences the messaging statements. Many of the inputs for both statements, descriptions and explanations are similar. That can help your brand remain clear and consistent to your audiences. What is the best way to craft either positioning or messaging? Positioning a brand, product or service takes time. It should involve as many internal stakeholders as possible – both customer-facing and those involved with the product or service. The business owner and the team should create a position that is relevant, clear, unique and meets the expectations of the target audience and customer. Don’t expect to hit the right combination from the get-go. It might take time to go through drafts and iterations. Ensure that all team members understand this is a priority and therefore be as specific and realistic as possible, with a clear understanding of the external environment and the market to sell to. Messaging has to tell a story. It should come from a place of truth and authenticity. The copy should be attractive and compel a target audience member to want to interact – while using as little words as possible. It is important for these messages to be aligned with business goals. Most goals are categories into revenue, profit, volume or scale. Ensure that key messages reflect the goal you are aiming for in the current lifecycle of your business. What is the outcome having both a position and messaging crafted for your brand? Positioning will help a brand set the right foundation for the brand, product or service. A position should be medium to long-term and consistent throughout the brand. Messages can adapt to the external environment and the audience as they shift due to various reasons. Having good key messages confers many advantages for sales and marketing. Key messages can be prioritised to support information distribution, measure and track engagement (with key audiences) and as support when company representatives interact with key audience members, such as customers, journalists or investors.
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
Discover more about our services at our website or book an exploratory consultation through this link.
Photo by Cristiano Pedroso Roussado on Unsplash
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