As an entrepreneur, you might have come across various branding terminologies – the primary being “branding” itself and “positioning statement.”
So to get this straight, branding creates positive user expectations of reward from your products or services. Positioning establishes a preference for your brand relative to competitive offerings based on the perception of a unique and important difference.
While it’s critical to get your brand design right, what most of the companies miss out on, is communicating the right positioning statement.
And that’s where another distinction arises – that between a design agency and a branding agency. Design agency will give you a logo design. Branding agency will give you a logo design and a positioning statement which together makes a distinct brand.
Look around you. And you shall see brands and their positioning statements.
Cafe Coffee Day – a lot can happen over coffee
SBI – The banker to every Indian
Hiranandani – Creating better communities
Bosch – Invented for life
Tata – Leadership with trust
Infosys – Navigate your next
Wipro – Applying Thought
At Phi, we understand how critical this entire exercise is. The common misconception is that it’s a copywriters job. Not really !!!
The positioning statement emerges out of a collaborative meeting between all stakeholders which discusses various parameters like target audience, product/service USP, current perceptions, future plans, vision, competition, domestic and international business space for the brand and much more.
And out of this exercise emerges different approaches which could be possibly taken for positioning the brand. And each approach is supported by logical reasoning. The copywriter’s job then remains to craft it interestingly.
The resulting final positioning statement is a function of the purpose of your business and how you do things differently as compared to your competitors.
Here are a few of the brands and their positioning statements created by us…
Also, the positioning statement is not unique to just B2C brands. In an extremely competitive landscape, the B2B businesses also need to have a clear distinction about what separates them from the competition. Here are few examples of B2B positioning.
Again, your brand is a living breathing entity and is constantly evolving. What was right as a positioning at one point, might not hold true forever. Here are a few examples of how positioning has evolved for our clients. The old and new positioning has been done by us.
What do you feel about your brand and it’s positioning statement? Do you think your brands positioning statement resonates with your internal and external stakeholders? If it creating a clear distinction for your brand and making it clear why your brand is the right brand?
If you are unable to answer the above queries clearly, its okay. Its natural to create a blind spot to something that you are extremely attached to or close to. Let a professional agency work out these questions for you.
Trust us, it’s an investment which pays off very quickly – a common feedback that we have received from our clients.