Writing a brand positioning statement isn’t easy. As the founder of your brand, you can feel too close to look at your business objectively. This makes seeing and understanding your unique positioning difficult.
However, having a clear and compelling brand positioning statement is essential if you want to stand out in your industry and become the go-to for what you do.
Too often I see businesses making this mistake when writing a brand positioning statement as part of their messaging, costing you clients and sales.
What is a brand positioning statement?
Your brand positioning statement is a sentence or two that explains how you serve your ideal client and how this differs from your competitors, and the benefit of this.
🤖Can Chat GPT help you craft your brand positioning statement?
If you ask Chat GPT to help you write your brand positioning statement, this is what it suggests:
“For [target audience], [brand name] is the [category or industry] that [key benefit or unique value], because [proof or reason to believe].”
Is it terrible? No.
Does it lack imagination and creative flair? Yes.
Does it feel robotic? Well, duh.
It also doesn’t provide the two things every strong brand positioning statement needs: Context & Clarity.
The biggest mistake service providers make when writing their brand positioning statement
A lack of context & clarity.
Using your Chat GPT formula, you might write a brand positioning statement that reads: “I help moms build 6-figure businesses and live their dream lives”.
It’s *almost* there but still leaves room for questions + objections.
We need to ✨sprinkle in✨ the context and the clarity around this by asking yourself questions such as,
Context: Who are these moms? What are these businesses? How do you help them?
Clarity: What is the “life of their dreams”
It’s not that you’re not niche or specific enough, it’s that you need to elaborate for your ideal client to truly see themselves in what you’re offering.
Brand positioning statement examples
You can rewrite your brand positioning statement to say:
➡️I help new moms scale their service-based businesses to six figures by leveraging automation, so you can increase revenue without sacrificing hours away from your baby.
➡️I help single moms build six-figure businesses in their baby’s nap times using my Baby Steps to Six Framework, so you never have to choose between making money and making memories.
➡️I help moms of teenagers start six-figure coaching businesses by transforming their existing expertise into a profitable offer and making the most of their newfound free time.
Ask yourself these questions when writing your brand positioning statement
Who: Who do you serve? Be specific. Not just moms, but moms at a specific life stage. New moms or moms of teenagers? These are two very different people with unique situations and desires.
What: What do you do for them? Include how this differs from what other businesses can do for them.
How: What’s your signature process/strategy/system?
Outcome: What is the transformation and benefit of doing things this way?
This will ensure you don’t make the mistake of not providing context or clarifying the impact of your difference.
Want to workshop your brand positioning statement with me for free? Leave a comment on this post and I’ll get back to you ❤️.
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