Detailed definition
A positioning statement follows this pattern: "We are the brand offering [differentiation] in [category] for [target audience]." Example: "We are the brand offering a simple-to-set-up CRM for small B2B companies." If the positioning is unclear, no amount of good advertising will build a lasting brand perception. Another example of the format: "A house offering custom software for factories and corporate organisations and digital growth for brands, under one roof."
Examples
- Volvo = safety, Tesla = electric cars, Apple = premium design.
Related terms
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