[Define your position in] five words or less. Use consumer language, not
"clientese." Follow the 4D rule. These are a few of my guidelines for
writing positioning statements that are compelling and executable.
* Five words or less. See if you can write your own tagline that
clearly captures the essence of your brand. And don't whine and say that's a
copywriter's job... if you can't boil down the brand essence into a short,
memorable phrase, chances are a copywriter can't either. It's not a quick
and easy process, but it pays off.
* Use consumer language. Too many times I've worked with clients
who've insisted that we use certain phrases in the positioning that make
sense internally but not to customers, or they're so focused on features
that they forget that customers care more about benefits. To get yourself in
a customer state of mind, write your positioning statements from a
customer's point of view. For example, "If I choose x instead of
(alternative), I will (get what benefit) because (primary reason to
believe)"
* The 4D positioning rule is desirable by customers, distinctive from
the competition, deliverable by the company, and durable over time. A good
brand position will sit at the intersection of these four requirements.
Some companies live and breathe their brand positions, and they're
articulated perfectly in rarely changed tag lines. Apple's Think Different
and Nike's Just Do It are so powerful that they are the "north star" for
those brands. I can think of other great companies like Southwest Airlines
that change tag lines often but never waiver from their brand essence.
If you're not an Apple or SWA, it's important to follow the three rules
above to determine your future state (where you want to be) and work your
way forward using internal alignment, operational improvements and marketing
tactics that -- over time -- coalesce into a coherent, memorable brand.
Source: brand.blogs.com/