A brand positioning statement is only a few sentences that serves as your brand’s guiding light. When you read it, you are reminded of your intent/goals and how you will serve your customers. Added bonus: This bit of text makes an impact on the way your sales force and support staff do their jobs.
Here’s an example of a brand positioning statement we made up for our pretend cookie company:
Raindrop and Kitten Kiss Cookie Co. is the producer of artisan, Colorado-local, gluten-free, and decadently-gooey, bake-at-home cookie mixes. Our customers are high-earning, urban professionals in their 30s and 40s with a gluten sensitivity or gluten allergy or the parent of a child with a gluten intolerance. They often shop at markets for fresh ingredients and prefer to cook and bake at home as opposed to going out, but their busy schedules prevent them from doing so always.
How did we get to this brand positioning statement? We answered four questions.
- What industry terms describe our product?
- What makes our product unique?
- Is there a need we fill for customers?
- Who is our target audience and what are their demographics?
Your task now is to answer these questions for yourself. Not in theory, but to actually sit down with a pen and paper and write it out. When you see this info in black and white, you see your business differently. From there, turn those ideas into a cohesive 2-3 sentence paragraph, and refer to it often.
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