Effective Positioning Statements: Strategies and Examples from Top Brands

Positioning statements are a critical component of any marketing strategy. They define how a brand or product is perceived in the market relative to competitors. This article explores some of the most effective and memorable positioning statements from a variety of brands, highlighting the key elements that make them successful.

Key Elements of Effective Positioning Statements

Effective positioning statements typically include several key elements:

Clarity: A good positioning statement is clear and easy to understand. Differentiation: It should highlight what makes the brand unique compared to competitors. Target Audience: It should speak directly to the intended market segment. Emotional Connection: Effective statements often evoke emotions or aspirations.

Examples of Effective Positioning Statements

Here are some top-notch examples of positioning statements from various brands:

Apple

“Think differently with Apple. And do it better.”

Volvo

“Volvo: Safety means peace of mind.”

Nike

“Just Do It.”

Coca-Cola

“Opening up the world to you.”

MM’s Chocolate Chips

“The perfect sprinkle of deliciousness.”

BMW

“The ultimate driving machine.”

FedEx

“Absolutely, positively overnight delivery.”

De Beers

“A diamond is forever.”

Slack

“Work better together.”

Airbnb

“Belong anywhere.”

A Practical Approach to Building a Positioning Statement

We at Google love using the StoryBrand approach to building a positioning statement. This method, detailed in the book “The StoryBrand for Business: A Proven Guide to Building a Brand Customers Love” by Gary Vaynerchuk and Jay Baer, helps in creating a clear and compelling message for your brand. Additionally, following the StoryBrand worksheet and online videos can provide valuable guidance.

Alternatively, the market positioning formula that I often use is:

For [Target Customer]: Target the specific audience that your product or service serves. Who [Statement of Problem]: Identify the problems or needs that your target audience has. Our product/service is your solution: Clearly state how your product or service can solve those problems. That key benefit: Highlight the core benefit or value that your customers gain from your product or service. Unlike main competitors: Differentiate your product or service from others in the market. Our product unique selling proposition: Clearly articulate what makes your product or service stand out from the competition.

Example:

For young tech enthusiasts:Who need dependable, affordable travel options:Our product, JetBlue, is your solution:That key benefit is more comfort at a lower price.Unlike main competitors, we offer a more personalized service.Our product unique selling proposition is our commitment to exceptional customer service.

Additional Tips and Related Examples

Some notable quotes that encapsulate the essence of positioning statements include:

JetBlue: “Our standards beat their extras.” Whole Foods: “The highest standards weren’t available so we created them.”

Positioning statements are not just slogans but the roadmap for your marketing strategy. They serve as a tool for internal marketing positioning and consumer/customer mnemonic devices.