Literature (including Wikipedia) is full of examples of successful brands and their positioning statements. All it takes is an Internet search to find out how similar brands crafted their statements. Ideally, you would start with a situation analysis to help you craft your positioning statement, but this takes time and money to do properly. The good news though, is that if you really understand who your customer is and can put yourself in his/her shoes you can often visualize all of the elements of the positioning statement.
Evaluating Your Positioning Statement
I have one last piece of advice. When you are done with your first draft, evaluate it against these criteria points:
1. Is it memorable, motivating and focused to the core customer?
2. Does it provide a clear, distinctive and meaningful picture of the brand that differentiates it from the competition?
3. Can the brand own it?
4. Is it credible and believable?
5. Does it enable growth?
6. Does it serve as a filter for brand decision-making?
If it fits all six–you are done. If not edit it until you are satisfied. Like everything, it is an iterative process, but it will save you many headaches as well as money as it will help you focus your activities and prevent you from the “I-want-to-be-in-Facebook-because-everyone-else-is-doing-it” syndrome.
Feel free to comment and/or ask any question at email@example.com. Your input that helps us identify the articles we develop to ensure we meet your needs.
Cuban born, Puerto Rico raised and U.S. educated, Jesús Grana is a strategy and marketing professional with 20 years of CPG, technology and worldwide marketing experience. You can read more about Jesus and his marketing thoughts in his blog at http://jrgrana.com
Jesús Grana contributes a blog to LatinBusinessToday.com. He has 20 years of experience as a strategy and marketing professional with a special interest in social media marketing. Cuban born, Puerto Rico raised and U.S. educated, he is actively engaged in learning and testing social media strategies and tools.
Who is your target audience–the core user to whom the brand is intended to appeal; the group of customers that most closely represents the brand’s most fervent users? Knowing them will help identify where to find them. In social media parlance, if customers are most likely to engage professionally in LinkedIn, why waste time maintaining a Facebook page? If it’s a female “tween” why develop a presence in Google+, which skews male technology professionals?
A Comprehensive Guide to Backup and Disaster Recovery.
Yesterday the city of White Plains, N.Y. honored Isabel Villar with a boulevard named in her honor. Announcement of a recent county Hall of Fame award: Cuban-born Isabel E. Villar of White Plains, the founder and executive director of El Centro Hispano since 1974 and a founder of the Westchester Hispanic Coalition, will receive top [...]
Today’s highly competitive economic environment notwithstanding, we firmly believe that opportunities abound for Latino entrepreneurs and professionals, especially when armed with all of the tools necessary to succeed.
Chief among these is information that bears directly on marketplace trends and proven routes to success. Indeed, it can be said that access to such information is often what distinguishes winners. This is the animating principal behind Latin Business Today.