By Mark Dresdner
Welcome back guest blogger and Friend of Bauman (FOB), Mark Dresdner of Stratapult Advisors. This article is the third in a five-part series on developing a successful branding strategy.
A positioning statement describes a value proposition. It helps define a brand’s place in the market, the key concepts to be communicated, and to whom. It helps align different areas of the company. There are four common components of a positioning statement:
- Target customers: types of customers the company is marketing to
- Frame of reference: where the brand fits within the market
- Point of differentiation: what makes the brand special
- Benefits for the target customers: why customers would prefer the product or service