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In our Brand Positioning Statements 101, we introduced the subject of Brand Positioning Statements as an important brand positioning guideline (or "platform"). We described them as brief, four-part descriptions of a brand's "essence" relative to target, competitive set, demand and delivery (unique selling proposition)

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).