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Brand Positioning Statements are one of three types of branding guidelines (or "platforms") used by The Brand Development Company, the other two being the Brand Message (sometimes called a Communications Platform) and the Brand Personality (also known as a Creative Platform).
In most cases, Brand Positioning Statements are used internally as a
formula or equation that describes the essence of a brand's
relationship to its marketplace with regard to targeting, competitive
set, demand and delivery (unique selling proposition). As an internal
reference tool, it serves as a guideline or map to keeping the brand on
course. At The Brand Development Company, we believe that Brand
Positioning Statements may also, in special circumstances, also be used
externally i.e., shown verbatim to the public.
Gatorade's Brand Positioning Statement may* read something like this:
For serious-minded sweaty male athletes,
Gatorade is the original sports beverage
That improves performance
By re-hydrating the body and replacing lost electrolytes.
* We're just guessing. Gatorade's not one of our clients.
The Brand Development Company's Brand Positioning Statement is:
For competitive, strategic, open-minded decision-makers,
The Brand Development Company is the customer-centric marcom agency
That helps businesses prosper quickly and at less cost
Using of state-of-the-art brand management, creative and technological resources.
BRANDLAND CHALLENGE: Tell us about your Brand Positioning Statement.
Contact call Tim Bryant at 864-674-6261 or write
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