So what is a Brand Positioning statement?

Businesses like you would usually create one of these and use it for internal use only. Once put together, it is useful to focus, guide and motivate the marketing and decisions of your business. A brand positioning statement will help you and your brand-steering team to make key decisions that affect your customer’s perception of your brand.

So what does it include?

Your brand positioning statement is a short statement which aims to encapsulate everything about your business and your brand. It is useful to have on hand to share with your brand’s internal stakeholders, your management, staff and partners and ultimately create the essence of your brand’s position.

Here is an example of a fictitious craft gin brand

Looking to create one? Give this exercise a go and see what you can create :

1) Who is your target customer? Young, classy, sociable people (demographics, psychographics, etc.)

2) What is the name of your brand? Our craft gin brand could be called “English Garden” with a strapline (Typically English tipple)

3) What is your brand promise? “English Garden brings you a taste of British botanical bliss…”

“With English Garden Gin, sip on sophistication”

4) What are the Reasons to Believe? Our customers have reasons to believe this because our craft gin uses an old English recipe, made with locally grown botanicals coupled with fresh pine to create a typically English taste

5) What is your customer’s higher end reward for choosing your brand? “Our customers and their friends can start enjoying their evenings with a classic, special, tasty aperitif”

Use this template to create your very own brand positioning statement…

To (your target customer), (your brand’s name) is the one (your product/service category or frame of reference) that (brand promise). That’s because only (your brand’s name) brings (Reasons to Believe), so that (your target customer) can (higher end reward / emotional)

Now we will use the answers to the questions above to fill in the gaps…

To (young, classy people), (English Garden) is the one (craft gin) that (brings that traditional English sophistication to your gin glass). That’s because only (English Garden) (is made with locally grown botanicals coupled with fresh pine according to an old English recipe), so that (you and your friends) can (start your evening with a sophisticated classic)

Example of Starbucks brand positioning statement…

Starbucks offers the best coffee and espresso drinks for consumers who want premium ingredients and perfection every time. Starbucks not only values every interaction, making each one unique, but the brand commits itself to the highest quality coffee in the world.

 Your Brand Promise A brand promise is an extension of a company’s positioning

Aimed at an external audience (before internal), it is a statement targeted to the brand’s customers. Positioning could be compared to a fertile ground in which a brand can grow, and the brand promise is like the fruit which customers can pick and consume—it’s the tangible benefit that makes a product or service desirable.

Make and keep your Brand Promise

What promises are you making to your customers?

To motivate customers, a brand promise must achieve the following three goals:

  1. It must convey a compelling benefit (functional and/or emotional or other ‘brand drivers’)
  2. It must be authentic & credible
  3. The promise must be kept, every time

A promise can define a company in the marketplace. Below are a few examples of companies that create expectations and consistently deliver on them.

BMW — “The ultimate driving machine.”

Nike — “To bring inspiration and innovation to every athlete* in the world.”

The Nike brand promise goes way beyond its famous tagline, “Just do it.” The asterisk in the brand promise says that if you have a body, you’re an Athlete.


Starbucks — “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”

So, think carefully about what you would like to promise your customers and make it your mission to keep that promise. It really is the foundation of trust in your brand!