How to Develop Your Positioning Statement

Are you struggling to stand out in a crowded marketplace? Do you find it challenging to communicate your unique value proposition to your target audience? If so, it's time to develop your positioning statement.

Your positioning statement is a concise summary of who you are, what you do, and why you're different. It's the foundation of your brand strategy and helps you differentiate yourself from your competitors. In this article, we'll show you how to create the ultimate positioning statement that will resonate with your target audience.

Step 1: Define your target audience

The first step in developing your positioning statement is to identify your target audience. Who are you trying to reach? What are their pain points and challenges? What motivates them to buy? By understanding your target audience, you can craft a message that speaks directly to them. At ATN we also use state of the art online and social listening tools as well as SEO research tools to understand how your competitors are using digital to their advantage.

Step 2: Define your unique value proposition

Your unique value proposition (UVP) is what sets you apart from your competitors. It's the reason why your target audience should choose you over others. To define your UVP, ask yourself these questions:

• What problems do I solve for my target audience?

• What benefits do I provide that my competitors don't?

• What makes me different from other companies in my industry?

Your UVP should be clear, concise, and focused on the benefits you offer your target audience.

Step 3: Define your frame of reference

Which toy box are you playing in? Or are you creating a whole new one? The frame of reference is the segment or category in which your company competes. If you cant compete where you were expecting, now is the time and chance to pivot.

Step 4: Craft your positioning statement

Now that you have a clear understanding of your target audience, unique value proposition, and brand personality, it's time to craft your positioning statement. Your positioning statement should be a one or two-sentence statement. Here's a formula you can use:

For [target market]

That needs [what are the needs from your customers' pain points]

[My brand or product] is the only [frame of reference] that [unique differentiator]

Step 5: Test and refine

Once you've crafted your positioning statement, it's time to test it with your target audience. Does it resonate with them? Is it clear and concise? Do they understand what you do and why you're different? Use their feedback to refine your positioning statement until you have a message that speaks directly to your target audience.

In conclusion, developing a strong positioning statement is essential for standing out in a crowded marketplace. By following these steps, you can create a message that resonates with your target audience and sets you apart from your competitors. Start developing your ultimate positioning statement today and watch your brand grow.