5 Questions to Ask Yourself to Discover Your Brand Position
A Positioning Statement is a few sentences that clearly communicate your brand's position in the marketplace. It captures what you do, who you do it for, why you do it, and how you do it differently in a few succinct sentences. It might sound simple, but if you ask any copywriter, usually the simplest writing tasks are the trickiest. Why? Because it's hard to boil everything you offer and the countless ways your approach is unique into a single statement. When we are helping our clients articulate their brand position, we look at five categories.
There is so much value and clarity when everyone on your team, especially those involved in your marketing, can speak to each of these five categories. They are outlined below, along with "conversation starters" that you and your team can use as you begin to articulate each category.
5 P’s to discover your positioning statement & conversation starters to get there
1. PEOPLE.
Who is our audience?
What other brands have their attention or loyalty? Why?
What are their priorities as it relates to our product/service?
2. PROBLEM. Your purpose is rooted in their problem. We are all in the business of problem-solving for people.
What specific problem are we solving for these people?
Is there a physical/tactical problem?
Is there an emotional problem?
3. PRODUCT. This can also be a service.
How are we uniquely solving our audiences' problems?
Why are we better than our competitors?
What are the pillars of our service?
4. PAYOFF.
What transformation(s) are those people experiencing as a result of your product or service?
What are the values they receive, tangible or intangible, as a result of working with you?
5. PERSONALITY. This one is simple.
Have we articulated our brand tone and voice?
If you aren't clear on these 5 P's, then PAUSE. Get around a table, start asking yourself these questions, and begin a conversation. It's often where these things overlap that you find the magic!
Need help creating a strategic marketing plan for your business? We’d love to chat about your goals and how we can partner with you to accomplish them!