Marketing Campaigns and Positioning Statements

When it comes to portraying the messages a company wants to associate with its brand, the best tools that support that goal are the positioning statements and the point of view of the business.

Using those tools can effectively accomplish the primary goal of company communications.

It increases awareness of how the message and image of a business resonates with the target audience.

Positioning statement

A positioning statement is the first impression that a company makes on potential customers, journalists, and the public. They are meant to be short and to the point, and the goal isn’t to explain all the details behind the statement, but to clearly show what a business values and delivers to its customers.

With the help of a strong positioning statement, companies can clearly relate to what makes them stand out from the rest of their competitors in the market.

That’s why it’s important for companies to take the time to develop a positioning statement that emphasizes the unique selling point of the business, and limits any room for misinterpretation or confusion by the target audience.

One question that companies can ask when developing a positioning statement is what they are doing differently from the rest of their market competitors, especially during the shifts that the pandemic has caused.

Companies can also ask how their reaction to the pandemic is different from other companies, and the reason why the reaction is different.

These questions can serve as a starting point, after which companies can ask themselves more questions and dive deeper into a discussion about the positioning statement.

Simplicity

A positioning statement is important because it’s able to guide the rest of a company’s marketing campaign.

Every marketing strategy is based on the way that the business envisions itself within its niche or industry. This is why when a company makes its positioning statement, it should be close to its corporate brand over a long period of time.

Most people tend to want to put as much information as possible into their positioning statement, hoping that they will properly portray the business to the rest of the world.

While this might make sense, it’s important to remember that the positioning statement is going to be received by people who encounter a lot of other positioning statements from other businesses.

That means they likely won’t have the time to look through all the details of the business, or to appreciate the hard work that goes into a company.

That’s why it’s important to make the positioning statement clear and simple, and to highlight the most important parts of the campaign. By doing that, companies can make all of their future marketing efforts a lot easier to adjust to the brand image the company wants to portray.

Actionability

When creating a positioning statement it’s important to take into account the current economic situation and how the public perceives the business in the current climate.

What currently matters to the customers is likely not what mattered to them just a few months ago, which means a positioning statement needs to account for the current times, and how consumers currently interact with the company.

That’s why companies should only be including things in their positioning statement that they’re able to take action on and deliver.

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