The document provides guidance on developing a brand positioning statement. It discusses analyzing the target customer, market landscape, developing a brand promise and reason to believe. The brand positioning statement template outlines including the target customer, their problem, solution offered, differentiation in the market and reason to believe the brand can deliver. Developing user personas and understanding customer pain points and goals are recommended to inform the brand positioning strategy.

1. How to Create the Perfect
Brand Positioning Statement
Your Company Name

2. Table of Contents
Brand Positioning Strategy Objectives
Brand Positioning Framework
How to Create a Brand Positioning Statement
Crafting your Positioning Statement
Brand Positioning Canvas Template
Target Customer Analysis
› Customer Insights (Customer Segmentation 1/2)
› Customer Insights (Customer Segmentation 2/2)
› Customer Category Based on Diffusion of Innovation
› Target Customer Description
› User Persona (1/2)
› User Persona (2/2)
› User Persona Comparison
› Problems Faced by Customer (1/2)
› Problems Faced by Customer (2/2)
Market Landscape
› Market Share Analysis
› Competitor Analysis
› Competitor Analysis (Contd.)
› Competitor Analysis – Option 2
› Brand Positioning Chart
› Sources of Competitive Advantage
Brand Promise
› Solution Offered by Brand
› Identify Your Winning Zone
› Climb the Consumer Benefits Ladder
› Functional vs Emotional Benefits
› Writing Benefit Statements
Reason to Believe
› Claims to Support Your Promises
Summary: Brand Positioning Statement
Creating Your Brand’s Big Idea Statement
Brand Strategy Worksheet
Aligning Big Idea with all Touchpoints
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3. Brand Positioning Strategy Objectives
It’s important when you develop a brand positioning strategy to meet these three objectives - Relevance, Differentiation & Credible.
Relevance
The brand should be relevant to the
customers needs and requirements.
Differentiation
The brand must be unique as
compared to competitors.
Credible and attainable
The brand promise should sound
achievable and not fake.
01
02
03
Motivational Power = Profit Margin
Customer
Relevancy
Competitive Differentiation
Product A
Product C
Product B
3

4. Brand Positioning Framework
The parameters below will help you decide how you wish to strategically position yourself in the minds of your customers.
How The Brand
Makes Me Look
What The Product
Does For Me
How The Brand
Makes Me Feel
How I Would
Describe The Product
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
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5. How to Create a Brand Positioning Statement
5
There are four elements to creating the perfect positioning statement of your brand.
Describe your target customers. Go beyond
the demographics, geographics and
psychographics to build customer personas.
Target Customer
How do you fit in the market? Who are
the competitors and what is their
solution? Compare the top players so you
can create your differentiation strategy.
Market Definition
What are the most compelling
benefits – rational and emotional
you offer to your customers?
Brand Promise
What compelling evidence do
you have that you can deliver
your brand promise?
Reason to Believe
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6. Crafting your Positioning Statement
For [target customers],
[company name] is the [market definition]
that delivers [brand promise]
because only [company name] is [reason to believe]
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
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7. Brand Positioning Canvas Template
Here is a one-page brand positioning canvas to give you a complete picture of your target audience, market, your USP and your brand
positioning statement.
Your Brand Positioning Statement
For the Target Audience who has this Problem, your company provides this
Solution.
Different from the market landscape you have this Advantage by proving this
reason to Believe.
Target Audience
Problem
Market Landscape
Brand Promise
Reason to Believe
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
Solution
› Your Text Here
› Your Text Here
› Your Text Here
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8. Target Customer Analysis
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9. Customer Insights (Customer Segmentation 1/2)
9
Demographics Characteristics
Buying Habits
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Target Customer Profile
Target Customer Profile
Age: This slide is 100% editable. Personality: This slide is 100% editable.
Gender: This slide is 100% editable. Interests: This slide is 100% editable.
Location: This slide is 100% editable. Text Here: This slide is 100% editable.
Demographics Characteristics
& Buying Habits
Understand the demographics, geographics of your target audience as well as their buying habits to get a better picture of your audience.
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10. Customer Insights (Customer Segmentation 2/2)
10
Here is another customer segmentation template to list out the target audience demographics, geographic, psychographics and socio-
economic classification.
Samantha Davis Geographical Information
Demographics
Age:
27 years
Marital Status:
Unmarried
Gender:
Female
Country:
US
State:
California
City:
Los Angeles
Socio-Economic Classification
Psychographics
Habits:
Loves online shopping, watching Netflix
Lifestyle:
Loves eating out, photography and traveling
Interests:
Star Wars fan, Superbowl fan
Values:
Belief in friendship, loyalty, and helping others
Salary:
$80,000 per year
Occupation:
Social Media Manager at a design agency
Home Environment:
Lives in an expansive house and area
Education:
MBA in Marketing

11. Customer Category Based on Diffusion of Innovation
According to Roger’s Diffusion of Innovation theory, there are 5 types of customers-innovators, early adopters, early majority, late
majority, & late adopters. Identify which category your customers belong to in order to strategize accordingly.
Text Here
Text Here
Text Here Text Here
Text Here
Innovators
2.5%
Early Adopters
13.5%
Early Majority
34%
Late Majority
34%
Late Adopters
16%
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12. Target Customer Description
Research your audience to understand their needs, thinking and how you want them to think, feel and do.
Target Description
Target description › Urban and suburban women 18- 34 (70%) and 35-55 (30%) who wish to look beautiful and take care of their skin to look young and fresh
Their needs › Healthy young skin, to look beautiful, mask skin flaws
Their enemy › Pollution, oily skin, acne, and skin fatigue
Insights that tell their story
› “I have tried many skin products but nothing seemed to work and give the radiant look I wanted. The long working hours and increasing
pollution levels are taking a toll on my skin.”
› “I have a very sensitive skin. Exposure to sun’s harmful ultra-violet radiation has worsened my skin. I wish there was a product that worked
perfectly for sensitive skins and also make my skin look fresh.”
What do they think now?
› I saw the advertisement for brand XYZ skin care. I hope it achieves the results it promises. I am thinking of trying it after reading
some reviews.
How are they buying?
› They are reading reviews online and on all shopping websites that deliver the product. They also rely on their friends to give feedback of
the product. Instagram influencers also have a big role in influencing their decision to buy.
We want them to think/feel/do
› See : The product on shelf across major retail stores and all shopping websites.
› Think : A chemical-free, packed with natural ingredients and makes the skin glow
› Do : Try the product and see the difference to their skin
› Feel : Confident about their skin
› Whisper : Share their stories on social media and tell friends the benefits of the product
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13. User Persona (1/2)
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Go beyond demographics and psychographics to develop a detailed persona of the target customer to know their pain points and
motivations. You can create 3-4 user personas to have a better understanding of your target audience.
Chelsea Fashion Lover
Behavior
Loves buying new clothes & shoes
Buys expensive brands
Collects matching bags and shoes
Loves shopping for others as well
Pain Points
Too high costs for branded wear
Non-availability of size
Goals
To be first to know about new collection
Brand magazines & catalogues for fashion
inspiration
Trending fashion in store
Motivations
Fashion celebrities and influencers
Good discounts on branded clothing
Easy returns & good customer service
Devices
Mostly mobile
Send her weekly newsletters with new fashion inspiration & trends
Send her brand magazines & catalogues for upcoming season collection
Create a loyalty program for frequent purchase
Analyze her purchase behaviour and give product recommendations
Channel
Both in-store and online
Demographics
Age: 30 years
Gender: Female
Marital Status: Married (1kid)
Location: Spin
Blogger
Occupation
$50,000
Annual Income
College
Education
Key Strategies
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14. User Persona (2/2)
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Marketing professionals can use customer personas to create hyper-targeted messaging and understand the common characteristics that
unites their audience. This further helps in creating the brand positioning statement.
Ju lie
Un d er wood
I love inspiring people
and help them make
better choices in life.
Age: 28
Occupation: Interior Designer
Status: Single
Location: New York, NY
Tier: Professional
Add a short description of the user here. This text is editable.
Bio
Motivations
› Designer Products
› Personalization
› Eco Friendly
› Low Prices
› Convenience
› Rewards
› Social
Technology
Mobile Apps
E - Commerce
Social Network
Sharing
› Your Text here
› Your Text here
› Your Text here
Goals
› Your Text here
› Your Text here
› Your Text here
Frustrations
Personality
Extrovert Introvert
Sensing Intuition
Thinking Feeling
Judging Perceiving
Brand
Band 1
Band 2
Band 3

15. User Persona Comparison
When you have multiple customer categories, it is better to segment them and know their requirements and goals to create the right
positioning strategy.
Beginners Dedicated Experts
Create a simple video for social media websites such
as Instagram and YouTube
Create a professional video for company website with
pre-designed templates
Create top quality professional videos and
documentaries for commercial purposes
I just want an easy to use, free software for making
videos
I want to create professional videos for branding
purposes with interesting features
I need an advanced video software to create
documentaries with powerful effects & customization
› Beginners
› Influencers
› Millennials
› Students
› You Tubers
› Marketing Proc
› Art/ Producer
› Seek Quality Tools
› Directors
› Artists
› Audio Engineers
› Willing to Pay
Desired Features
› Free platform
› No watermark
› Video Tutorials & guides
Desired Features
› Affordable pricing
› Advanced effects
› Text here
Desired Features
› Powerful custom effects
› Quick Support
› Text here
Dislike
› Watermark in free version
› High price for advanced features
› Text here
Dislike
› Text here
› Text here
› Text here
Dislike
› Text here
› Text here
› Text here
Main Goal
Create a simple video for social media websites such
as Instagram and YouTube
Main Goal
Create a professional video for company website
with pre-designed templates
Main Goal
Create top quality professional videos and
documentaries for commercial purposes
Shopping Preferences Shopping Preferences Shopping Preferences
Free Free Free
Premium Premium Premium
Easy-to-use Easy-to-use Easy-to-use
Complex features Complex features Complex features
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16. Problems Faced by Customer (1/2)
Identify the challenges that your target customer faces. The same can be addressed by your product or service and highlighted in your
brand positioning statement.
Extra costs too high (shipping, tax, fees)
The site wanted me to create and account
Too long/ complicated checkout process
I couldn’t see/ calculate total order cost up-front
I didn’t trust the site with my credit card information
Website had errors/ crashed
Delivery was too slow
Returns policy wasn’t satisfactory
There weren’t enough payment methods
There credit card was declined
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17. Problems Faced by Customer (2/2)
› Your text Here
› Your text Here
› Your text Here
› Your text Here
› Your text Here
› Your text Here
› Your text Here
› Your text Here
Productivity Pain Point
Process Pain Point
› Your text Here
› Your text Here
› Your text Here
› Your text Here
Support Pain Point
Financial Pain Point
› Your text Here
› Your text Here
› Your text Here
› Your text Here
The pain points of the customer can be grouped under the following four categories – Financial, Process, Productivity & Support.
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18. Market Landscape
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19. Market Share Analysis
Company A, 25%
Company B, 15%
Company C, 40%
Company D, 20%
Do market research to identify the existing players in the market and their market share.
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20. Competitor Analysis
Also do a comparative analysis of the competitors to get a better understanding of their structure and offering.
Competitor 1
Logo
Here
Competitor 2
Logo
Here
Competitor 3
Logo
Here
Name: Text Here
Location: Text Here
Company: Text Here
Founded: Text Here
Name: Text Here
Location: Text Here
Company: Text Here
Founded: Text Here
Name: Text Here
Location: Text Here
Company: Text Here
Founded: Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
Company
Information
Description
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21. Competitor Analysis (Contd.)
Analyze the strengths and weaknesses of the competitors.
Strengths
› Text here
› Text here
› Text here
› Text here
› Text here
› Text here
› Text here
› Text here
› Text here
Weakness
› Text here
› Text here
› Text here
› Text here
› Text here
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› Text here
Market Breakdown
Budget Premium Budget Premium Budget Premium
B2B B2C B2B B2C B2B B2C
Retail Ecommerce Retail Ecommerce Retail Ecommerce
Local Global Local Global Local Global
Products Services Products Services Products Services
01 02 03
Strengths Strengths Strengths
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22. Competitor Analysis - Option 2
Use this template to make a detailed comparison of your competitors.
Competitor Analysis
Top 5 Brands Est. Sales
Point of
Differentiation
Perceived
Quality
Pricing
Value
Proposition
Core Brand
Message
Est Marketing
Budget
You Brand
Competitor 1
Competitor 2
Competitor 3
Competitor 4
22
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23. Brand Positioning Chart
Where does your product stand via-a-vis competitors on the Quality and Value Proposition matrix?
Quality
Value Proposition
A B
C
E D
B
B
C
E
D
Own Product
Competitor B
Competitor C
Competitor D
Competitor E
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24. Sources of Competitive Advantage
After analyzing the market, you can identify how you plan to create a competitive advantage. These are the most common sources for
establishing your leadership in market.
Scale
Proprietary Information
Locked - up Supply
Network Effect
Innovation
Brand Loyalty
Location
Intellectual Property
Sustainable
Competitive Advantage
24
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25. Brand Promise
25
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26. Solution Offered by Brand
Once you have identified customer problems, brainstorm to find the solutions that are already offered or can be offered by your product
or service. This can help you create your product strategy, growth strategy, and brand positioning strategy.
Issues Solution
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26

27. Identify Your Winning Zone
What does your brand do best that sets it apart from the competitors? Use this Venn Diagram to get a realistic picture of your winning
and losing points.
What your
Competitor does best
What your
brand does best
What
Consumer Want
Risky Zone
Win with speed,
emotion or
innovation
Warning Zone
Your brand’s clear difference
matters to consumers
Dumb Zone
Competitive battle where
consumer does not care
Losing Zone
When competitor meet
consumers needs better than you
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28. Climb the Consumer Benefits Ladder
Go beyond product attributes and benefits to delivering an emotional experience to your customers.
The Benefit Ladder
Product Attributes
Product Benefits
Consumer Benefits
Emotional Benefits
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How the consumer ultimately feels about the benefits & reward
› Text here
› Text here
› Text here
The reward the consumer get the product benefit
› Text here
› Text here
› Text here
What the Product’s attributes deliver directly to the consumer
› Text here
› Text here
› Text here
Functional/ Physical/ tangible characteristics of the product
› Text here
› Text here
› Text here
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29. Sense of
Optimism
Get Noticed
Feel free
Feel Liked
Feel
Comfortable
Curious for
Knowledge
Stay in
Control
Feel Myself
Functional vs Emotional Benefits
Analyze which of the rational/functional and emotional needs your product or service meets. This cheat sheet will help you find the right
keywords for your brand positioning statement.
Emotional Need States
Functional Need States
Works
Better
Simplifies
your Life
Makes you
Smarter
Stay
Connected
Saves you
Money
Helps your
Family
Sensory
Appeal
Experience
Helps you
be Healthier
29
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30. Writing Benefit Statements
Simplifies your Life
› I can carpool with similar people and save fuel
› I won’t have to pay high cab charges saving me a lot of money
› I can also contribute to environment causes
› Text here
› Text here
Saves you Money
Stay in Control
› Text here
› Text here
› Text here
› Text here
› Text here
Feel Comfortable
Emotional
Functional
Use the functional and emotional benefits to make benefit statements that can be used in your brand stories, marketing messages and
positioning statement.
30
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31. Reason to Believe
31
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32. Claims to Support Your Promises
You should have valid claims to make the customer trust your brand promise. Your USP should be backed by claims. Here are some claims
to give you a starting point.
› Detail how your product works differently
› Showcase your point of difference in the production process.
› What do you do differently within the production process
› What added service/details do you provide in the value chain
› Usage of an ingredient that makes you better
› Process or ingredient that makes you safer
› Experts in the field who can speak on the brand's behalf.
› Past users/clients with proof support of their stories.
Process
Product
Third Person
Behavioral
› Clinical tests
› In market usage study
› Before and after studies
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33. Summary: Brand Positioning Statement
Apply the positioning formula to create your winning brand positioning statement.
Formula
For [target customers],
[company name] is the [market definition]
that delivers [brand promise]
because only [company name] is [reason to believe]
Example
For World Wide Web users who enjoy books, Amazon.com is a retail bookseller
that provides instant access to over 1.1 million books. Unlike traditional book
retailers, Amazon.com provides a combination of extraordinary convenience,
low prices, and comprehensive selection
33

34. Creating Your Brand’s Big Idea Statement
34
Based on your brand positioning statement, create the big idea that will flow through all brand stories, media communication, and
shopping experience.
Apple makes
technology so
simple that
everyone can be
part of the future
Special K inspires and
empowers women to
take control and
maintain their
healthy body
Starbucks provides a
personal moment of
escape from a hectic life,
between work and home
Rolex is assembled with
scrupulous attention to
detail, Rolex is sign of
prestige and success
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Put your big idea
statement here
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35. Aligning Big Idea with all Touchpoints
Ensure that the brand’s big idea flows across all channels and stages of customer experience.
Experience of Using Product
The experience should become a habit
so that customer keeps using the
product again and again.
Technical Superiority
The product should be ahead of competitors
in terms of trends and technology.
Brand Story
Create a story that motivates people to think,
feel, do the way you want them to.
Brand Promise
You should be better,
cheaper and easier.
Moment of Purchase
Be it offline, online or any other channel, the
customer should have the same fulfilling experience.
Big Idea
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36. Brand Strategy Worksheet
Vision
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
› Your Text Here
Purpose
Value
Goals
Key Issues
Strategy
Tactics
Based on your brand positioning statement and big idea, make the long-term brand strategy.
36

37. How to Create the Perfect Brand Positioning Statement Icons Slide
37

38. Agenda
38
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Agenda 01
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Agenda 02
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Agenda 03
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39. Company
Introduction
39
2019 2020
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Professional
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Creative
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Talented
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Professional
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Creative
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Talented
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40. Our Vision Mission Values
40
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Vision
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Mission
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Values

41. Our Goal
41
1 2 3
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42. Bar Chart
42
0 10 20 30 40 50 60 70
Q1
Q2
Q3
Q4
2020
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it and
select “Edit Data”.
Product 01
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automatically based on data. Just left click on it and
select “Edit Data”.
Product 02
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it and
select “Edit Data”.
Product 03
Product 01
Product 02
Product 03
Sales in Percentage(%) 2020

43. Pie Chart
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Product 01
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Product 02
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Product 03
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Product 04
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30% 20%
10%
40%

44. Marketing Dashboard Template
44
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Low
0
100
50
30%
Low
Medium
High
0
100
50
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Medium
50%
Low
Medium
High

45. Marketing Funnel Template
45
05
04
03
02
01
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Text Here
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Text Here
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46. Linear Diagram
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Text Here
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audience's attention.
Text Here
This slide is 100% editable. Adapt
it to your needs and capture your
audience's attention.
Text Here
This slide is 100% editable. Adapt
it to your needs and capture your
audience's attention.
Text Here
This slide is 100% editable. Adapt
it to your needs and capture your
audience's attention.

47. Circular Diagram
47
Text Here
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.
Text Here
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.
Text Here
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.
Text Here
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.
Text Here
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.
Text Here
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.

48. Marketing Roadmap Template
48
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
03
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
04
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
05
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
06
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
02
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
07
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
01

49. Timeline Template
49
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.
2020
Text Here
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.
2017
Text Here
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.
2018
Text Here
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.
2019
Text Here
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.
2016
Text Here

50. Thank You
50
Contact Number
0123456789
Address
# street number, city, state
Email Address
emailaddress123@gmail.com