Developing A Brand Positioning Statement

Derrick DayeNovember 5, 20132 min

The brand position or brand positioning is how the brand is perceived in the context of competitive alternatives in the mind.

As brand consultants, when we develop brand positioning statements for clients, we include a target customer definition, brand essence, brand promise, brand archetype and brand personality, giving the intended brand position / positioning (as opposed to the actual brand position in the mind of the customer) greater depth.

A complete brand positioning statement includes the following:

Brand Essence

[Adjective] [adjective] [noun] (the “heart and soul” of the brand, its timeless quality, its DNA)

Brand Promise

Only [brand]

Delivers [unique and compelling benefit or shared value]

To [target customer description]

In the

(establishing the competitive “frame of reference”)

In the context of [market condition or trend that makes the benefit or value even more compelling]

Because [proof points or “reasons to believe”]

Brand Archetype

Choose one or two archetypes (what drives or motivates the brand – related to Jungian archetypes)

Brand Personality

Choose six to ten adjectives that describe the brand as if it were a person

Brand Price Position

Description of the brand’s pricing position/strategy

Brand Distribution Strategy

Description of the brand’s distribution strategy

If the brand is an organizational brand, we also specify the brand’s (organization’s) mission, vision and values.

Taken together, these elements of the brand positioning statement should inform all brand decisions and its communication strategy and becomes an important component of creative briefs. It can also influence business strategy.

The Blake Project Can Help: The Brand Positioning Workshop

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

FREE Publications And Resources For Marketers


  • stephanie Creff

    November 6, 2013 at 7:03 am

    This is a great simple and structured guideline to help craft a positioning statement.
    Definitely agree with the need to be very clear on your brand archetype and brand personality.
    In my experience, the difficulty is that the promise, personality and archetype really have to be worked on simultaneously, so that the brand is clear and coherent as a whole.

  • Chuck Kent

    November 6, 2013 at 8:44 am

    Nice summary. I’d suggest that that the intended and actual brand positionings be considered jointly, to arrive at what I refer to as a brand’s simple truth. Intent, when consistently acted upon, should influence actuality, but even at the outset the marketplace perception needs to be factored in.

  • Ron Howse

    November 10, 2013 at 1:02 am

    In regards to brand positioning in China — is there cultural differences that make a branding program that much different in your design and implementation or is it the same? Can anybody help me?

  • Ron Howse

    November 11, 2013 at 8:54 pm

    Very Helpful Derrick

    Thanks a lot.

    Ron Howse
    President & CEO Co-Founder
    Tidalwater Seafood Company Ltd.
    730 Mcleod Ave;
    Fredericton, N.B.
    1- 506-292-4530 ( under construction)
    E-MAIL: [email protected]

Comments are closed.

Connect With Us