Brand Positioning: Making your Brand Stand Out

Since you own your brand, it’s clear that you understand it much better than anyone else. But do the consumers see your brand like you do when navigating the internet or visiting stores? How do users perceive your product as different from other similar products?

A brand positioning statement is a strategic tool that specifies how a particular brand communicates the significance of its brand to the target customers, making your brand stand out from the competitors.

This post will cover the core components of brand positioning, critical steps for crafting your statement, examples of successful brands, and tips on refining your statement.

Core Components of a Brand Positioning Statement

The core components of brand positioning statements may help you create a statement that resonates with your consumers, distinguishes your brand from competitors, and leads you to succeed in the competitive market. Here’s the list:

Target Audience

Categorizing your customers enables you to learn more about their preferences and needs.

Market Definition

Develop your brand positioning statement with the standards of your target demographic to capture the attention of potential customers.

Brand Promise

The target demographic should know what you are willing to offer through the commitment you display in positioning your statement.

Reason to Believe

It involves the identity of your business you want to portray and the mission and vision that give it a competitive edge over its counterpart. Your brand core values best suit your customer base, which leads to loyal customers.

Steps to Crafting Your Statement

1. Identifying your target audience

Your target audience is your potential customers who like your product. Here are some tips on how to identify them:

  • Know who needs your product.
  • Determine their demographic, such as gender, age, etc.
  • Learn the platform or social media they likely use.
  • Find out how to connect with them.

2. Defining your market

Defining your market may help you understand how to promote your brand or services to the right people. Here are the strategic ways to determine your target market:

  • Gather statistics or market data to understand your target market’s preferences and create well-informed decisions.
  • Segment your market by grouping them into similar preferences and buying patterns. For instance, the perfume industry is divided into different groups – by gender and then by age.
  • Define your customers by knowing their gender, location, etc. It is also critical to understand their interests and purchasing habits.

3. Articulating your brand promise

A brand promise is a brief statement that describes what a specific customer would expect from your products or services. Here are the things to keep in mind when articulating your brand promise:

  • Know your target market’s needs from your brand.
  • Your brand promise guarantees something to your customer’s satisfaction.
  • Your brand promise should inspire and foster trust.

4. Providing compelling reasons to believe

A brand positioning statement should be honest about the brand and emulate the most valid truth. For example, if you’re selling a whitening soap, reveal that the effectiveness of your brand is after two or more months of use.

Branding Mistakes to Avoid

To make a winning brand positioning statement, you should avoid the following:

Not researching your competition

Learning about your competition may aid you in understanding what aspects they fail, succeed, and where you can offer your brand advantage. Failure to research them may lead you to replicate their mistakes, and you will never understand the competition market.

Failure to Understand Buyers

It is better to understand your potential buyers. Once you do, it helps you connect and reach out to them quickly.

Ignoring Feedback

Feedback is valuable as it assists in improving products to meet customer requirements.


Different logos for each brand, social profiles, etc., will negatively affect your brand identity.


Building a position statement with the core elements can help you deploy a better brand campaign that fascinates customers. It also aids you in offering a unique brand value that addresses customers’ needs, differentiating your brand from the competitors.

Incorporating the core elements into your brand statement and avoiding brand mistakes will help you craft a winning brand statement that resonates with your target audience, directing you to success. Learn how to build a statement that draws customers, boosting business growth. 

If you need an expert in brand building, contact Gensy—book now for a free consultation.