Crafting your positioning statement takes diligence, a deep understanding of your company’s mission, goals and values, and a talented writer. Simply put, your positioning statement is the definition of your company, and without adequate, thoughtful attention, could be completely misaligned with your company as it evolves. Four simple tips can help you ensure that your positioning statement is fully optimized and has the potential to demonstrate and deliver value.
Find the balance between simplicity and active language.
While you want your positioning statement to be straightforward, it’s important to use active verbs that differentiate your company from its competitors without being too overzealous.
Don’t be everything to everybody.
Hone in on the skills that set you apart as a company. In doing so, you’ll impress upon your client base that you understand their concerns and have the tools needed to address them.
Your positioning statement isn’t a description of your products.
We can’t reiterate enough that your brand and product should be distinct and independent, especially in your positioning. Your positioning statement should apply to all of your product offerings, and while positioning can evolve, it shouldn’t have to every time you roll out a new product or feature.
Keep it concise.
Long positioning statements often get butchered in the press, so it’s important to keep it short. Your positioning should quickly give the reader a holistic idea of what your company does, the needs it fulfills and the people or problems that motivate it.