Purpose of Positioning Statements in Marketing

A positioning statement is something that almost every brand has. But have you wondered what exactly is the purpose of a positioning statement? 

The purpose of a positioning statement is to help you focus on who you are as a brand and what value you’re bringing to the market. It explains the importance of your business to consumers in a way that should be easily understandable and relatable.

Let’s hear more about it from our adjunct faculty Mike.

In the next segment, we will look at how to create a positioning statement.

In the video, you saw that the positioning statement serves as a central guideline to all internal stakeholders for business decisions related to the product or service offering.

Different teams use the positioning statement in different ways. 

1. Marketing teams use the positioning statement to design the marketing mix: product, price, place and promotion

2. Product teams use the positioning statement to plan and prioritise essential features and improvements

3. Operations and sourcing teams use the positioning statement to ensure that back-end processes are aligned to the consumer value elements

4. Sales and customer service teams use it as a guideline for the kind of behaviour and quality they should demonstrate while interacting with customers