How a Positioning Statement Unlocks Purpose and Alignment
Every business should have a clear positioning framework that they use to differentiate their brand. However, many do not. This oversight puts the business at risk, as competitors can easily sweep in to deliver a stronger message to consumers and steal share.
A positioning framework forces the organization to think through five key areas:
- Who is the target consumer?
- What matters the most to the target consumers?
- What is the brand’s value proposition to consumers?
- What differentiates the brand from key competitors?
- What are the proof points to uniquely deliver against the value proposition?
Part of the positioning framework is to develop a compelling positioning statement. Having a positioning statement can be powerful in two major ways:
- Creates alignment within the organization, giving different functions (sales, marketing, innovation etc.) one common vision for the brand and key proof points
- Enables organizations to be purposeful in their external communication to drive differentiation against competitors and build brand loyalty
Positioning Statement Framework
To drive internal alignment, below is a classic positioning statement framework that is often used:
- To target [specific audience],
- For frame of reference [defined],
- Brand X point of differentiation is [functional/emotional]
- Because reasons to believe [attributes]
Once defined, the positioning statement is meant to be used as an internal tool that serves as a guidepost to all internal product and marketing decisions. External communications, such as a tagline, are executional component that get crafted using the positioning statement as an input
We’ve written extensively on the different components of a positioning framework statement.
3 Positioning Framework Examples
Below are three positioning examples of well-known brands that are setting themselves apart by elevating their positionings to include emotional and experiential benefits.
Positioning Framework Example:
DOVE – ASPIRATIONAL REDEFINING BEAUTY
| About | Dove is owned by Unilever and is a long-standing brand that launched in 1957. Today, it has an estimated brand value of over $5 billion |
| Core Target | Women who value natural healthy beauty products |
| Mission | “Our mission is to ensure the next generation grow up enjoying a positive relationship with the way they look – helping girls to raise their self-esteem and realize their full potential” |
| Positioning | In 2004, Dove launched its “Campaign for Real Beauty” and positioned itself as a partner in redefining beauty – where beauty is a source of confidence, not anxiety. The brand embraces imperfections and diversity, providing an array of product to meet the different and real needs of consumers |
Positioning Framework Example:
STARBUCKS – PREMIUM COFFEE EXPERIENCE
| About | Starbucks is a $26 billion global brand that launched in 1971, but reached popularity in the 1990s with extensive branding and expansion efforts |
| Core Target | Urban, higher-income professionals |
| Mission | “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” |
| Positioning | Starbucks positioned itself as a premium coffee experience with exceptional and personalized customer service (e.g., name on cup) and unique coffee offerings (pumpkin spice latte) |
Positioning Framework Example:
AIRBNB – CREATING A COMMUNITY
| About | Airbnb is an online digital platform that launched in 2008 and generates over $3.3 billion in annual revenues |
| Core Target | Millennials – budget conscious travelers and young families looking to book a room or full house instead of a hotel |
| Mission | “To create a world where anyone can belong anywhere, and we are focused on creating an end-to-end travel platform that will handle every part of your trip” |
| Positioning | Airbnb has positioned itself as a community where guests can have a more authentic experience |
Additional positioning examples for inspiration can be found in the following articles:
- 3 Positioning Examples Illustrate the Many Possibilities
- 4 Positioning Strategy Examples from Disruptive Lifestyle Brands
- 9 Positioning Strategy Templates for Outdoor Brands
For more on positioning frameworks, visit our positioning resource page or sign up for our newsletter.
