Branding plays an essential role in a business’ development:  studies show consistent brand presentation increases revenue up to 23%*.  Each piece of content – ads, website, social media, etc. — should communicate your business’ core values.  Following are steps to ensure your marketing efforts are aligned with your brand:

  1. Define the Core Elements of Strategic Market Positioning
  • Target Market: Define and target your ideal customer so that your message resonates.
  • Market Category: Determine your competition and how to position your brand against them.
  • Customer Concerns: Address customers’ issues and provide a solution.
  • Brand Promise: Outline what consumers will gain from using your product/service.
  • Mission: Establish your approach, objectives and goals.
  • Brand Identity/Values: Execute the personality of your business, both visible (e.g. logo, design, etc.) and less visible (e.g. values, voice, etc.), to set you apart and gain recognition.
  1. Create a Positioning Statement
  • A positioning statement is an internal tool used to align your marketing efforts, and describes how your product/service fills a need of your target market. It emphasizes your brand’s identity, purpose, and distinguishing features:
    • Who you serve
    • What you offer them
    • How you offer it
    • Why you do what you do
    • How this compares to what’s already out there
  1. Tips for Writing a Positioning Statement
  • Keep it brief, concise and to the point, aiming for no more than five sentences.
  • Make it unique and memorable, highlighting the distinctive qualities of your brand.
  • Remain true to your brand and reflect your business’ core values.
  • State who your customers are and how you help them.
  • Communicate how your business differs from the competition.
  • Keep it clear for use as a guideline to ensure that your business decisions align with your brand.

Your positioning statement should provide room for growth as your business matures and products/services change.  Be sure to consistently market your brand and develop an ongoing message across all platforms.

Source:  Meredith Hart,; *