Begin With a Positioning Statement

Sometimes new business owners get so excited to have a logo, they commission a designer before they’ve defined their business. But before your designer can create a custom, visual representation of your brand ideals, you have to know what they are. You may not have a full business plan written, but to avoid making a vanity purchase, we recommend beginning with a solid Positioning Statement.

Determine your answers to the following questions:

• Who do you aim to serve?

• Where do they live?

• What is your competitive difference?

• What is your brand promise — is it memorable and can you own it?

• What are your customers’ pain points and how does your business solve them?

• What evidence can you offer that supports your solutions?

There may be a hundred exceptions but try to focus on ideal and specific examples. Don’t just aim to serve anyone with a credit card— think of a specific, real person that you are uniquely positioned to serve. Your thoughtful Positioning Statement will help you manifest a compelling picture of your market, how you want people to perceive your brand and who you want to engage with it. It can serve as a guiding force to inform every single marketing decision you will make over the life of your brand.

Put your answers together into a simple, memorable statement, as outlined below, then send it to your designer.

This product is for [TARGETED CUSTOMER] who needs [PROBLEM TO BE SOLVED] and feels [FEELINGS] while they do it. [PRODUCT / SERVICE] is a [PRODUCT CATEGORY] that provides [STATEMENT OF KEY BENEFIT]. Unlike [COMPETITOR], [PRODUCT / SERVICE] is [STATEMENT OF DIFFERENTIATION].

To learn more about positioning your brand, check out our workbook.