How to Create a Positioning StatementOn August 27, 2010, in Strategy , by John Eventually most marketers are presented with the task of creating a positioning statement fortheir business, brand, product or service. While some may dismiss this important step as unnecessary or time-consuming, a good positioning statement can start you off on the right foot, and ample time and effort should be invested in developing your posi tioning statement. In addition to the utility you¶ll derive from your positioning statement once it¶s crafted, the development process also forces you to think about your brand from a strategic point of view and consider the value yourproduct or service has f or your target audiences. Purpose of a Positioning Statement People (even some marketers) often confuse a positioning statement with a tagline or slogan. The key is that a positioning statement outlines the benefit of yourproduct or service to yourtarget audience, and states how you¶re different from competitors. A tagline or slogan, on t he other hand, is an advertising message about how you want to be perceived by your target audience, succinctly delivered through different media channels. Typically, an ad agency (oryou if you are doing all your marketing in-house) will use your positioning statement to develop a tagline or slogan. In a nutshell, a positioning statement answers some basic²ye t i mpo rtant²questions: yWho is your brand? yWhat is your business or industry?
