Developing a Brand Positioning Statement

Kevin recently read a book called “Creating a Story Brand” and he thought it was a pretty good read.  He then started doing research on taglines and brand statements. He concluded that the brand positioning statement sets the tone for a brand and everything stems from that.

A brand positioning statement is made up of four parts:

• The target  (the customer)
• The category  (the industry you’re in)
• The differentiator  (what sets you apart from the competition)
• The payoff  (the benefit to your customer from working with you)

After analyzing our target audience and goals, Kevin came to the conclusion that Array Digital’s could be broken down into the following:

• Target – companies
• Category – marketing
• Differentiator – bold
• Payoff – aggressive growth

He went through some exercises and came up with our new brand positioning statement.  After trimming down the sentence he came up with the following:

“Bold marketing for aggressive growth.”  

This is our new tagline and we’re starting to use it everywhere.

If you haven’t come up with a brand positioning statement for your company you should give it some thought. Look up what a brand positioning statement is and start thinking about how you stand out from the competition.