12 Model Positioning Assertion Examples and Why They Work (Infographic)


What does your model positioning assertion say about you? Is your model motivational like Nike, environmentally targeted like Patagonia, or a trendsetter like Out of doors Voices?

Possibly your organization doesn’t promote activewear, however you get the gist. Robust model positioning offers your target market a stable thought of who your model is and why they need to select you over your opponents. That is the place the idea of an excellent positioning assertion comes into play, serving as a beacon in your advertising and marketing technique and making certain that your advertising and marketing efforts are aligned together with your model’s core values.

As any respectable marketer in want of inspiration does, seeking to different manufacturers that and love — or know and compete with — will enable you decide what you need to incorporate into your personal model technique. In any case, it’s a greatest apply to conduct thorough market analysis to know your competitor panorama and outline your distinctive worth proposition clearly.

Fortunate for you, we compiled some model positioning assertion examples that may just do that.

What Is a Model Positioning Assertion?

Model positioning is all about setting your model other than the group. A full technique contains branding parts like your emblem and tagline that construct your model’s id. Your web site design additionally performs a vital position in reinforcing your model place within the digital house, making it a vital part of your general advertising and marketing technique.

Your model positioning assertion is a grounding abstract of your services or products and the way they fill particular wants in your target market. It’s an inner device used to make sure all model communication and advertising and marketing efforts are in keeping with the id, function, and values that make your model completely different from others in your goal market.

By and enormous, a model positioning assertion conveys the distinct worth your model presents clients, making it a foundational component of an efficient model positioning technique.

Why Do You Want a Model Positioning Assertion?

A model positioning assertion helps align your inner groups so that everybody is creating and delivering on-brand consumer experiences. It acts as an announcement template in your model’s communication, making certain consistency and readability in your message throughout all platforms, together with social media.

Do not forget that your model id is all yours! Extra vital than boiling it down into an announcement is whether or not your model walks the stroll. Your model technique ought to be certain that your organization’s values and persona shine by means of all your branding, advertising and marketing, and communications supplies. Prospects are searching for authenticity and consistency — not a wonderfully polished positioning assertion. This genuine expression contributes considerably to constructing model consciousness and solidifying your model persona.

Internally, although, that completely polished assertion could possibly be the precise inner device you must be sure that everybody within the group is aligned.

What Are the Core Components of Strategic Model Positioning?

The weather to contemplate when crafting your strategic model positioning embody your target market, goal market class, buyer ache factors, model promise, model id, core values, and mission. Understanding your very best buyer and their purposeful advantages can information your content material advertising and marketing technique, making certain that your messaging resonates with potential clients.

To place your model and stand out out of your competitors, your positioning ought to reply questions like these:

7 Core Elements of a Brand Positioning Statement Infographic
  • Who do you serve?
  • What do you serve them with?
  • How do you serve them?
  • Why do they want your services or products?
  • How do you resolve an issue in your target market?
  • What makes your model reliable?
  • How is your model completely different from others that provide comparable services or products?

If it helps to get your gears going, listed here are easy formulation you’ll be able to comply with to create a successful positioning assertion:

  • [Brand name] supplies [benefit] as a result of [compelling reason] for [target audience] with [specific need or want].
  • [Brand name] serves [target audience] who [specific need or want]. [Brand name] presents [how your company responds to need or want] to make clients really feel [outcome of buying your product or service].

How Is a Positioning Assertion Completely different From Different Advertising Statements?

It’s price noting that your model positioning assertion is not the identical as different basic advertising and marketing statements, together with your mission and imaginative and prescient.

For starters, your positioning assertion is used internally whereas your different statements are sometimes shared externally. Your mission assertion is the “why” behind your model, your imaginative and prescient is the place you’re headed and your model positioning assertion is the worth that your model provides to your space of focus.

Your positioning assertion can be completely different out of your worth proposition, which explains the advantages and fascinating outcomes of your services or products. You should use your worth proposition as a part of your positioning assertion, however the latter can even get into your model’s differentiators.

12 Model Positioning Assertion Examples We Love

Full disclosure: These examples usually are not essentially the precise positioning statements that these manufacturers created! As talked about above, model positioning statements typically keep throughout the 4 partitions of a corporation. That mentioned, if executed effectively, you will get a good suggestion of how a model positions itself as a result of it’s woven into the material of all of its exterior messaging.

Insider tip: It’s also possible to take a look at press releases for clues on a model’s positioning assertion. Usually, within the “About Firm” part, manufacturers will spotlight their merchandise, providers and key differentiators.

These examples from well-known manufacturers work on a primary stage as a result of we will take a stable guess on the positioning assertion that grounds the messages they share with exterior audiences. We’ll additionally allow you to in on extra the explanation why we predict these model positioning examples work so effectively so you should use these as inspiration when crafting your personal.

1. JetBlue Airways

For vacationers throughout the U.S., the Caribbean and Latin America and between New York and London, JetBlue is a number one airline alternative that places buyer security and luxury first. With options like probably the most legroom in coach, free Fly-Fi and award-winning customer support, JetBlue is on a mission to deliver humanity again to air journey.

Why it really works: Journey is usually a problem, however JetBlue is right here to make it extra enjoyable and cozy by caring for its clients and crew members like household. This assertion instance showcases JetBlue’s distinctive worth proposition, specializing in buyer consolation and security.

2. Apple

Apple supplies progressive private know-how for people who need the very best computer systems and cellular gadgets. With a number of product choices and software program platforms, Apple presents a seamless and linked expertise that empowers folks to simply entry breakthrough know-how that’s designed to depart the world higher than how we discovered it.

Why it really works: With its suite of easy-to-use merchandise, Apple makes the most recent in know-how accessible to everybody from tech-savvy Genius Bar workers to on a regular basis folks attempting to maintain up with right now’s digital world. These days, Apple additionally depends on its established model id and historical past for credibility, although its constant branding helps place the corporate as a mainstay within the circle of know-how leaders. This can be a prime instance of profitable model positioning by means of leveraging model worth and progressive product positioning.

3. Coca-Cola

Coca-Cola is a complete beverage firm that provides a variety of refreshing drinks for patrons world wide. With a deal with positively impacting lives, Coca-Cola is about creating happiness, decreasing environmental influence all through the availability chain, and offering hundreds of financial alternatives in native communities worldwide.

Why it really works: Coca-Cola is conscious of the Coke vs. Pepsi debate and it distinguishes itself by being an iconic model targeted on happiness and constructive influence. The corporate’s deal with buyer wants and present tendencies can be seemingly behind its consideration to sustainable practices and financial alternatives. Coca-Cola’s model positioning technique highlights its model persona and dedication to constructive world influence, making it a standout instance of efficient model positioning.

4. Girlfriend Collective

Girlfriend Collective is a slow-fashion and size-inclusive model for these trying to buy sustainably and ethically made activewear. With a deep deal with folks and the planet, Girlfriend Collective is a neighborhood of accountable and well-dressed buyers.

Why it really works: Sustainable style is turning into a development capitalized by greenwashing manufacturers however with transparency from the start and a aggressive vary of sizes, Girlfriend Collective is uniquely positioned as one of many extra genuine manufacturers to select from. Its sturdy model positioning technique is clear in its dedication to sustainability and moral practices, interesting on to its goal buyer who values these elements.

5. HubSpot

Straight from the advertising and marketing guru itself: Since 2006, HubSpot has been on a mission to make the world extra inbound. Right this moment, over 100,000 whole clients in additional than 100 international locations use HubSpot’s award-winning software program, providers, and help to rework the way in which they entice, interact, and delight clients. Comprised of HubSpot’s CRM, Advertising Hub, Gross sales Hub, and Service Hub, HubSpot offers firms the instruments they should Develop Higher.

Why it really works: HubSpot exhibits off its spectacular attain and lineup of providers to place the model as an inbound advertising and marketing chief and best choice for efficient advertising and marketing instruments. This can be a clear demonstration of a profitable model positioning technique that leverages content material advertising and marketing and a complete suite of instruments to satisfy the wants of its very best buyer.

6. Slack

Slack is a number one messaging platform for enterprise communication, utilized by thousands and thousands to align their groups, unify their programs, and drive their companies ahead. Regardless of the scale of the workforce, Slack permits folks to collaborate extra successfully and get work executed.

Why it really works: Whereas there are Slack alternate options that additionally permit messaging, the simplicity of this app makes it a go-to for fast enterprise communication wants. Slack’s efficient model positioning assertion emphasizes its distinctive worth as a easy, but highly effective device for enhancing workforce communication and productiveness.

7. Mailchimp

Mailchimp is an all-in-one advertising and marketing platform that empowers small companies to launch, construct, and develop with assist from easy-to-use advertising and marketing and commerce instruments, award-winning help, and galvanizing content material.

Why it really works: With a crowded market of comparable enterprise instruments, Mailchimp differentiates itself by being an approachable, one-stop-shop particularly for smaller companies that need assistance scaling. This positioning leverages Mailchimp’s distinctive worth proposition of offering a complete, user-friendly platform for small enterprise advertising and marketing efforts.

8. Zoom

For folks and companies who want to satisfy with others just about, Zoom presents a seamless video communications platform. As the one platform that began with video as its basis, Zoom’s platform set the usual for innovation in intuitive, scalable, and safe digital connections.

Why it really works: Zoom leans on its historical past of being the primary video communications platform to bolster its credibility and management out there. This assertion instance highlights Zoom’s distinctive worth out there, establishing it as a pioneer in video communication know-how.

9. LUSH Cosmetics

LUSH presents recent, natural, and handmade cosmetics for people who find themselves aware in regards to the merchandise they use on their pores and skin. From inventing bathtub bombs and creating new, progressive merchandise to moral campaigning and preventing animal testing, LUSH has come a great distance since its humble beginnings.

Why it really works: LUSH isn’t shy about boasting its authentic innovations and activism, whereas additionally remembering its roots. This interprets to a welcoming, approachable, and genuine model, in addition to messaging that leads with the differentiators that encourage buyers to decide on LUSH over different beauty merchandise. LUSH’s model positioning technique is constructed on its distinctive worth of providing recent, moral, and progressive cosmetics, interesting to clients who prioritize sustainability and moral practices.

10. Blueland

Blueland is the reply for many who need sustainable alternate options to conventional family cleansing merchandise and private care objects. A cleaner planet begins at house, so Blueland’s efficient merchandise eradicate the necessity for single-use plastic packaging and make it simple, handy, and inexpensive to be eco-friendly.

Why it really works: Sustainable merchandise have a fame for being dearer and fewer efficient than their conventional counterparts, so Blueland positions itself to debunk these perceptions. Blueland’s sturdy model positioning technique focuses on its distinctive worth proposition of offering inexpensive, efficient, and eco-friendly alternate options to conventional cleansing merchandise.

11. Hollaback!

Hollaback! is a nonprofit group that’s devoted to ending harassment in all of its varieties. The group leads a people-powered motion to lift consciousness about harassment towards girls, the LGBTQIA+ neighborhood, and different marginalized identities in addition to to conduct intervention trainings for individuals who wish to take motion to make sure equal entry to public areas.

Why it really works: Hollaback!’s messaging encourages supporters to attend intervention trainings and donate to the group by speaking its mission and the influence of getting concerned. This good positioning assertion instance showcases Hollaback!’s dedication to making a safer, extra inclusive society, interesting to people captivated with social justice.

12. Volvo

Volvo is without doubt one of the most well-known and revered automobile manufacturers on the planet with gross sales of 661,713 automobiles in 2020 in about 100 international locations. Volvo goals to supply clients with the Freedom to Transfer in a private, sustainable, and secure means.

Why it really works: Everyone knows that purchasing a Volvo automobile isn’t about velocity or intercourse enchantment — it’s about security and high quality. And that’s as a result of they’ve targeted on this distinctive place since day one. Volvo’s efficient model positioning assertion highlights its dedication to security and sustainability, distinguishing the model within the aggressive automotive market.

What Will Your Model Positioning Assertion Say About You?

We began by asking you what your model positioning assertion says about you and now we’ll depart you with the identical query. As you write your personal model assertion, floor your self in your invaluable differentiators and use these model positioning assertion examples for inspiration as wanted.

And keep in mind: Upon getting your assertion, be sure you have a robust positioning technique in place in order that your messaging repeatedly demonstrates your worth to your audiences. This contains leveraging numerous advertising and marketing efforts, from content material advertising and marketing to social media campaigns, to bolster your model’s place out there.

You recognize your model’s price, now be sure that everybody else does!

Editor’s Be aware: Up to date Could 2024.