Before writing the goals and objectives of your next marketing campaign, you should have a strategic brand positioning statement that relates to your target audience.
What is a positioning statement?
This short statement should answer the question, “What do we want people to think about us?” Though it may seem like a simple question, the broad range of possibilities should be narrowed down significantly because positioning is the process of managing how an organization distinguishes itself from the competition by creating a unique meaning in the mind of its audience. In other words, a strategic positioning statement should define how it wants to be remembered by its target market.
“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect” – Jack Trout | “Positioning: The Battle for Your Mind”
Where do you begin writing a positioning statement?
Before implementing a marketing strategy, first you must conduct primary research such as a focus group or survey to understand how your audience perceives your brand. This is an especially important step that many companies exclude when beginning a door drop campaign because of the difficulty to assess the value of research.
Conducting primary research is particularly necessary when you are hoping to make a shift in your brand perception. In order to repair and enhance brands, first you must know how you are perceived by the public.
For example if your brand is considered expensive and difficult to use, you shouldn’t choose a positioning statement that your product is for every household. Instead, choose to expand the perception that your product is expert-approved to improve your brand perception without outright denying the information the public is already working with.
How do you focus a positioning statement?
Positioning statements create distinctiveness from your competitors. This is particularly important when the descriptive niche you fall into isn’t unique to your business. If there are other organizations with similar target markets, products, services and affiliations in your area, consider what else may set your apart. This can include pricing, features, community and the culture of what you offer.
Here are some examples of positioning statements. Each highlights a desired attribute of the affiliated organization or product by implying the difference from others:
- The leader that sets industry standards
- The best value, reflected in low costs and high quality
- The most economical
- The most expensive and prestigious
- The product preferred by men / women
- The family-friendly alternative
- The environmentally friendly brand
Notice that the scope of these statements varies widely. They can simply describe the way your product stacks up on a shelf, or they can convey a set of values created for your company. The best way to choose what kind of positioning statement will enhance your brand and drive your sales is by starting with why your organization exists.
Utilizing the process of choosing a strategic positioning statement will create direction for your comprehensive marketing campaign that will drive your sales department and resonate with your target market. For more information on how to increase ROI for your leafleting campaign, please contact one of our creative campaign specialists.