Ray Baird is President of RiechesBaird

Do you completely understand what a brand positioning statement does? Do you know how it is used and why it’s critical for your brand? Has your company adopted a well thought out brand positioning statement?

Well, if the answer is no to any of these questions, you should definitely keep reading. Even if you listed three yeses, there are more than likely some key insights to be taken from the insights below.

First of all, it’s best to explain the philosophy, interpretation and practicality of using such a critical strategic tool. Simply stated, a brand position statement should provide the underlying platform for all communications. It should distinguish and differentiate the company in its market by constantly articulating its point of differentiation and unique value.

More than most industries, a corporate brand positioning statement is crucial to the success of a technology company. In most cases the tech consumer is choosing the specific product based on his or her confidence in the brand. How the technology company positions itself within the marketplace is paramount in the decision buying process.

So what exactly is a brand positioning statement? It is a simple, concise written statement of the concept and parameters behind a brand meant to convey a brand’s supported point of distinction relative to competitors.

The main components of a well-crafted brand positioning statement include:

1. Definition: How does the company define itself?
2. Differentiation: What makes the company special?
3. Deliverable: What value does the company deliver to all customers?

A strong brand positioning statement is a critical piece to the puzzle.

Following this cadence and structure really forces a company to examine its brand strategy. My experience shows the most successful brands have powerful brand positioning statements that control the brand’s destiny as well as drive internal and external communication. This statement is at the heart of differentiation for every brand strategy I have developed.

As you ponder an existing brand positioning statement, or the creation of a new one, consider the following points to ensure its truly unique and differentiating.

1. Credible: Will people believe it?
2. Relevant: Will people care?
3. Unique: Can anyone else believable claim it?
4. Durable: Will it last?
5. Inspiring: Will it engage people emotionally

If you follow this thinking, you can be assured the brand positioning statement will not only be effective but also stand the test of time.

So, now what do you think about a brand positioning statement? Can a successful brand live without it?

Please send us your comments and experiences. Let’s hear some more ideas on ways to create a winning brand positioning statement.