Often, it can feel clumsy and hard to fit into one sentence. And when everything else is equal, you’re not going to get the sale unless you’re willing to sell at rock-bottom prices. It is going to require some digging deep into who you are and who you want to be. The second customer segment is seeking more to do on their holiday and is not concerned about price. Positioning Statement, Mission Statement vs. The positioning statement is going to be the guidance for the marketing plan for it will keep us focused and will help us to define accurately all the marketing actions. Positioning Statement – is the description of the company’s objectives for a specific strategy.It helps set the business apart from its competition. Make that work worth it by being bold and strategic. But we like to use the following four-field template backed by our many years of experience in crafting these for clients: #PositioningStatement Write your #positioning statement with 10 simple questions to guide yours via @Imaginasium. Create a positioning statement that will serve to identify your business and how you want the brand to be perceived by consumers. It’s a single sentence stating exactly what your position in the employer marketplace will be. It can:1. Do you know the difference between a #MissionStatement and #PositioningStatement? While your positioning statement is an internal tool, it will also help drive your messaging and communications externally moving forward. So how does that translate to your external audiences? But so often, it isn’t. This statement tells your clients and prospects how you want to be perceived in the marketplace. A strong positioning statement guides the creation of your marketing materials by giving everyone a consistent message to work with. If the sentence gets to be too long, a string of clauses linked together by commas and semicolons, you’ll know you’re not making the tough choices you need to make. Directions. Why should inspire. Now, service, quality, and price do play a role, but when everyone says they have the best service … the highest quality … the best prices, it loses all meaning. You have to arrive at the airport early or print out a boarding pass get on line at the gate, and then board the plane on a first-come, first-served basis. Part of your launch plan may include things like an employee training or event, supervisor or manager toolkits to help bring the brand into everyday behaviors, and environmental graphic design to bring positioning to life, physically, inside your walls. Consider customer surveys or short interviews to understand their experience with your company. And they don’t believe you in the first place. But when it comes to explaining why they do what they do, they often can’t. No, not everyone will produce a product with as clear an impact in people’s lives as the next company, but every organization exists for reasons bigger than simply “to make money.” Find that reason. Positioning statements then flow from value propositions. And if you can’t tell your story, you will have a hard time capturing the minds and the hearts of customers and employees. Rather, take some time with your team and your customers—or an outside advisor—to figure out what really moves them. But that’s not what experts do. They purchase (and apply for work) based on emotion and then rationalize later with facts. For more information, see our Cookie Policy. And I will tell you, companies we've worked with that have made this tough choice haven't looked back. Internal alignment is about more than simply “getting everyone on the same page.” Once you’ve developed your expert positioning, you will be excited to release it out in the world. In fact, the goal, whether achievable or not, would be to reduce or eliminate them altogether. It's one of the primary tools for agencies to manage clients and clients to manage agencies. Your positioning statement is who you are and why your target audience should care. You’ll do this for each of your USPs. And not all of those reasons are of equal importance. If you don’t do the very important work of launching it internally, you run the risk of causing confusion or, worse, mistrust with your internal customers, your employees. For voice of customer research, you will need to hear directly from your customers, if possible. A statement or set of statements specifically used to create an image in the mind of your customers. That brand can be a company’s products and services, or the company itself. If not, is there another key strength that maybe didn’t get as many votes, but would differentiate you? Every marketing and product decision you make regarding your brand need to be aligned with and support your positioning statement. Think about how you want your customer to feel about you, every time they think about you. A positioning statement describes the customer and paints a picture of how you want the market to perceive your brand. So, in our example, when people hear “people first culture” they should feel cared for/about and when they hear “perseverance,” they should feel like it’s a company that won’t quit. The differentiator field—the “that” field—can often be where positioning statements begin to fall apart. This applies to your positioning in the employer brand space as well. You can also use the positioning statement to communicate with the marketing services partners you will work with (advertising agency, designers, media buying, web marketing, consultants, etc.) Though it may read like something from your promotional materials, your positioning statement is an internal tool. These are some requisites that the positioning statement needs to comply with. And What It’s Not…, Value Proposition vs. While some of the following may or may not be our clients (yes, some are), we have developed clear, differentiating positioning statements and messaging for countless clients over the past two decades, and positioning is part of our bread and butter. Positioning Statement, 10 Questions to Ask to Create a Positioning Statement, 6 Exemplary Positioning Statement Examples. It takes a lot of hard work to really differentiate your company from the competition. Do they look like a company at which you could be “proud” to work or do business with? That is the lens through which you should view the positioning exercise so that you can truly become differentiated. The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. The positioning statement acts as a reference document for any branding activity you do at your organization for a new product. Now is not the time to judge or throw out ideas, just get them all out on paper. Remember, if you’re doing this right, it means that your brand positioning statement is internal-facing only. Figure out what you believe. Too many times we see companies trying to force every USP or key strength they can into that block. You need to first make sure everyone inside your own walls is on board and can stand behind what you want to put out in the public. Does it differentiate itself from the competition, Does it serve as a filter for brand decision making. This shouldn’t be viewed as an elevator pitch or a tagline, but rather as an opinion on who you are and who you want to be. These aren't things that will differentiate you from your competition. 920.431.7872 Determine company uniqueness by comparing to competitors So you’re tasked with figuring out the brand positioning statement of your company or the company you work for and don’t know where to begin. We and third parties such as our customers, partners, and service providers use cookies and similar technologies ("cookies") to provide and secure our Services, to understand and improve their performance, and to serve relevant ads (including job ads) on and off LinkedIn. What one or two (or more) words will best describe the feeling they’ll get from that strength? In the end, these become your USPs. A good positioning statement will start to point toward that. You want to do business with and work alongside people who believe what you believe. 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