A brand positioning is the most concise, yet meaningful expression of what makes a brand unique, it is also known as the ‘brand essence.’
A number of brand positioning statements may be relevant or suitable, and in order to select the most appropriate, each must be interrogated and refined. This requires further stakeholder input, identifying which is most meaningful, and resonates most strongly.
A positioning statement is not a tagline. It reflects the values, ideals and aspirations of the organisation and its stakeholders. Generally less than four words, each word is defined and expanded on using the brand’s underlying themes and values; what it stands for and its promise to stakeholders.
The statement is supported by the organisation’s physical attributes and functional benefits, its emotional rewards, personality and the values it aspires to under this positioning. It may also include visual representations, basic mock-ups or prototypes to illustrate how the organisation might ‘come to life’ under the brand positioning.
