Brosola, Ely Francis L.

The brand positioning statement includes a short description of the target market and then how you want
that market to perceived and experienced your brand so how do you go by creating a brand positioning
statement while it answers this three questions number one who are my customers, number two what
benefits does my product or service offered to its users and three who are my competitors

Ries (2016) discuss the market positioning that brand can be the most important asset a business
possesses, but this does not necessarily make it easy to define. Possibly this is because, in the digital
age, the definition has broadened in scope to include a company and its mainstay product and people.

Positioning to emphasize the distinctive characteristics of a brand that make it different from its
competitors and appealing to the public; is a way of demonstrating a brand’s advantage over and
differentiating it from its competition. Brand positioning is a rather functional affair, emphasizing
product and service features, benefits, usage, value, and ability to solve problems for consumers. It is a
part of brand identity and value proposition to actively communicate to the target audience,
demonstrating an advantage over competing brands.

Villanueva(2020) speaks about the effective Marketing Position Strategy. Positioning the business in
the industry takes a great deal of detail, thought, and commitment. A positioning statement is an identity
the business is striving for. The positioning statement, like a mission statement, becomes the basis for
the business identity. It first identifies who it is and what it stands for. It identifies the target audience,
the points and then states how the business will solve those.

There are a few things that go into creating an effective positioning statement like:

 Determine the Target Audience, the specific group of consumers most likely to want the product
or service.

 Determine the Target Market, potential customers to whom a company wants to sell its products
and services

 Establish a Value Proposition Statement, which summarizes why a customer would choose the
product or service. It communicates the most direct benefit that customers receive.

 Create Content to Prove Value, any unique, original, or exclusive content or information that the
audience cannot get anywhere else
Positioning statements become the guide to critical marketing and advertising decisions that positively
impact potential customer's perception of the brand. One biggest red flags that might have neglected
with market positioning is that there is a disconnect from the target audience. If the audience is
confused, there is a good chance that it misunderstands on some level. In the positioning statement, the
following questions:

 Does it paint a clear picture differentiating the business from others?

 Does it share the unique value proposition?

 Does it focus on the target audience and their needs?

 Does it come off consistent across all areas of the business?

 Is it easy to understand?

 Does the statement promise something realistic?

Once they have a strong brand positioning statement, It can create a tagline, better known as a slogan, to
use potential customer messaging externally. 

For example, here are some business taglines in the Philippines:

Boysen – The Quality You can Trust

Banco de Oro (BDO) – "We find ways."

Cebu Pacific Air – "It's time every Juan flies!"

Century Tuna – "Think healthy. Think Century Tuna."

Greenwhich – "The Philippines' favorite Pizza chain."

Jollibee – “Bida ang sarap.”, “Langhap Sarap”

LBC – "Hari ng padala."

By simplifying the positioning statement, it can easily use these in other marketing efforts to get the
business point across a lot sexier than an internal, longer, and detailed positioning statement.
Investigating and analyzing the competition helps determine the business's strengths and weaknesses
and helps carve out the market's positioning. Understanding the differences between a business and its
competitors is central to finding gaps in the market that can fill in. when looking at competitors,
consider the following:

 Competitor Objectives —Market share and growth rate

 Competitor History — Past marketing efforts, cultural factors, market trends, messaging, and
engagement

 Competitor Strategy — White papers, promotional campaigns, advertisements

 Competitor Audience — Engagement, social media, features, collaborations

It understands where the competition stands will better know the direction needed to make it stand out.
After figuring out where the competition is, it might want to understand where the business currently
stands. It can adequately compete for the market share. It cannot grow without a starting point. The
messaging is continuously reflecting on the mission and positioning statement.

Gray(2018) discuss the understanding of brand positioning is crucial because the brand positioning
allows itself apart from the competition defining the brand and understanding what lies at the core of the
business proposition. Understanding this enables strategizing how the brand and products should be
communicated to the customer and through what channels. Understanding the unique position within
the marketplace will help establish a clear identity within the chosen market, showcasing the unique
selling points and benefits. If the business offers specialized services or a unique product that no other
companies offer in the market, the brand values must reflect that positioning. It generates more effective
and creative decisions, making Clear brand positioning to talk to the customers and competitors with
confidence and consistency.

Once the brand character and critical messages have developed, Having a clear vision and
understanding can create a clear set of innovative formulas to follow the brand's unique selling
proposition to develop engaging, on-brand, relevant campaigns that resonate with the target audience in
the selected market. It helps focus and set apart from the competitors will focus on how to communicate
best the services offer to the audience. It is essential to identify strengths and weaknesses in the sector to
fully understand where it sits in the marketplace, enabling to look for new opportunities. Defining brand
positioning can help find a unique selling point, position the brand as an industry leader or specialist,
and identify the target audience.
Powerful brand ideas can make all the difference in converting customers to make a purchase or
generate leads. If the consumers understand the brand and connect with it emotionally and functionally,
it has a more significant opportunity to convince them to choose the brand over competitors and
convert. Today, clearly communicating the brand essence, key messages, and benefits can be the
difference between making a sale or not. When considering the multiple touchpoints a customer may
interact with the brand, it should meet its diverse needs. Consistency is critical here in order to increase
the opportunity to capture the sale. Lastly, It aids storytelling and amplifies brand messages. If it can
understand who is the audience is and what is at the brand's heart, Developing a meaningful narrative
that can echo among all communications materials. Consumers are emotional beings, and it is becoming
progressively essential for people to connect with what a brand stands for genuinely.

Positioning is often used nowadays as a broad synonym for marketing strategy, but positioning in
marketing should be thought of as an element of strategy, not as the strategy itself. Positioning is and
should be intimately connected to the concept of “target market.” With the above elements and a solid
understanding of positioning, It should be able to carve a strong place out for the business and focus on
the potential customer, target market and put in the efforts to see how they work together.

References:

Marketing Hall of Fame - Al Ries. (2016, May 3). [Video]. YouTube.

https://www.youtube.com/watch?v=iM-ouJfISwY

Areté Ateneo. (2020, December 18). Magisterial lectures | Matec D Villanueva - Brand Positioning
[Video]. YouTube. https://www.youtube.com/watch?v=NiqhLZ_wv5k

What is brand positioning? (2018, December 2). [Video]. YouTube.

https://www.youtube.com/watch?v=lh79eGkDF4M&t=112s

Thomas, J., 2021. Positioning. [online] Decisionanalyst.com. Available at:

<https://www.decisionanalyst.com/whitepapers/positioning/> [Accessed 25 February 2021].