Brand positioning statement is often confused with a company tagline or slogan. At some level that isn’t completely wrong but if one tries to understand the true meaning of both, in fact they are very different.
Positioning statements are for internal usage and understanding the broader concept for the internal audience, about what is expected from them. Business is driven basis these statements which includes the marketing and the operating aspects.
Whereas a tag line is developed for the consumers to portray the same positioning for an external audience, used in primarily the marketing efforts. Insights from your positioning statement can be turned into a tagline, but it is important to distinguish between the two.
Examples of Positioning & Tagline
Positioning: fascination, perfection and responsibility
Tagline: Engineered like no other car in the world
Positioning: Quality, technology, performance and exclusivity
Tagline: The ultimate driving machine
Brand positioning means owning a piece of real estate in the consumers mind. The key here is to make sure that one captures an empty slot and not trying to win over an occupied one. Hence the key is to be first else some other brand will occupy that space. It helps the brand get the preference over competition, it also ensures that Positioning needs to be based on an extremely strong insight else getting the mind space is impossible.
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brand’s benefits/reasons to buy; and it focuses at all points of contact with the consumer.
In the book Positioning: The Battle for Your Mind by Reis and Trout’s, positioning means the idea is to find and attempt to “own” a marketing niche for a brand, product, or service using various strategies including pricing, promotions, distribution, packaging, and competition. The idea is to create a unique impression in the customer’s mind so that the customer associates something specific and desirable with your brand that is distinct from rest of the marketplace.
Every business is unique and offers its products and services with their personal touch and hence the positioning also needs to have the same differentiated touch else it will be easily adopted or copied. Each and every employee of the brand needs to have the positioning in their mind and make sure in their own way this is driven. For e.g. if positioning is to offer performance car than right from the build quality of the car to the dealership everything should shout out performance.
But this is easier said than done, many marketers themselves forget about the positioning of the company and in the quest of trying something new deviate from this. And if the creators deviate other don’t even bother following. Turning everything you do into an expression of your desired positioning and you can create something special. Only once the internal audience accept and follow the positioning will the external start believing in the same.
There are various ways to position a brand
Own a category benefit
Miller Lite: Great Taste, Less Filling
Walt Disney Company: Magic
U.S. Army: Be all you can be
Budweiser: For all you do, this Bud’s for you
Burger King: Have it your way
United Airlines: The friendly skies of United
WalMart: Always the lowest price
Avis: We’re #2. We try harder
Seven-Up: The Un-cola
Apple: Think different
Selecting one of the above is completely dependent a combination of all the above factors like the category, consumer, brand & its competition. Whichever one gives a stronger differentiator then it should be picked and explored further to be articulated in a consumer friendly language.