How to Build an Effective Brand Positioning Statement

September 29, 2015

A Brand is the sum of all communications and experiences received by the consumer and customer, resulting in a distinct image based on perceived emotional and functional benefits delivered by your product or service. A brands preference is primarily built through differentiation and relevance which must be captured and articulated within the Brand Positioning Statement.

In building a Brand Positioning Statement that succinctly identifies the set of stored values that we want consumers to associate with our brand, we must look at our brand through the eyes of the target audience. As consumers are exposed to a new product category or brand within the category, they consistently navigate a logical evaluation process that addresses 5 Key Questions.

The consumer’s 5 Key Questions are:
1. What is it one of (What)? ………………….. Frame of Reference
2. Who is it for (Who)? ……………………….. Strategic Target Audience
3. What’s so great about it (Why)? ………….. Point of Difference
4. What does it do for me (So What)? ………. Consumer End Benefit
5. Why should I believe (Reason Why)?…….. Supporting Facts

The Brand Positioning Statement is just one of many concepts presented within Ennis Associates’ Brand Management Expertise workshop.

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