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Checklist for a Compelling Positioning Statement

Second to your brand identity, your brand’s positioning statement is a big part of your foundation for all of your marketing efforts. The statement’s primary goal is to distinguish your brand from others in the industry in such a way that it compels your target audience to buy from you. In other words, your positioning statement needs to define what your company offers, the benefit thereof, and how it is different from what everyone else is selling. This might be based on superior products, service, culture, deliverability, etc. The key is to home in on what your buyers want, and what you can realistically deliver.
Creating a positioning statement necessarily starts with taking stock of your brand, including how your employees contribute to it, how your customers feel about it, what your competition is doing, and what is your brand’s current reputation. You can extract information such as your true target audience, the category or industry you can compete in, any points of difference between your brand and others, and reasons why customers should buy from you. This information will be meshed together to form your brand’s positioning statement, or succinct description of who the brand is and why the intended audience should care.
While positioning statements have varying degrees of strength, a compelling statement will empower your brand to do and sell more. Start by comparing your proposed branding statement to the following list:
Compelling Positioning Statement Checklist:
1. True to form.
Is it true? Does it match your vision and mission? Is it believable?
2. Authentic personality
Does it make the brand “real” by imbuing a personality customers can connect to? Does it have a particular tone of voice or vocabulary your customers respond to?
3. Focused
Is the statement focused on benefits? Does it try to cover too much in too little space?
4. Distinctive
Does the statement stand out? Can customers lay claim to the same position? Does it reposition the competition to give the company an advantage? Will it change the industry landscape?
5. Highlights Commitment
Does it have high value for your customers? Does it show your dedication to your customers or to the quality of your products and services?
6. Personal
Can the company “own it? Does it grow from something the company does well? Would your employees agree with this statement?
7. Growing
Will it endure? Can it grow, adapt and change over the years and still be true?
8. Deliverable
Is it an accurate claim, one which you can deliver on consistently?
9. Memorable
Will it stand out in your target audience’s mind as memorable? Does it touch on the points that are important to them?
10. Understandable
Does it use words understood by your target audience? Does it stay away from jargon or fifty-cent words?
Once you have a compelling positioning statement, your brand has a point of context for all future marketing efforts. Each piece of content should be able to be compared to the positioning statement and found to uphold the same claims, same personality, and same goals.

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