In this article, we will cover:
This year, we decided that we're going to help as many businesses as possible differentiate themselves from their competitors, and attract their ideal clients by working on their POSITIONING!
You see, a lot of professional service providers are not clear on what they stand for. They try to market themselves as being all things to all people, and so their positioning ends up being very generic and watered down.
Before you go about creating you brand identity, website design, and social media content for your audience to read, you should really define the ONE thing that you want them to remember your business for. And that's where the positioning strategy comes in.
What is a brand positioning statement?
A brand positioning statement is a brief description that defines what your consulting business does, who it does it for, and the unique way that it does it to generate a particular result.
This will help you differentiate your brand from your competitors in the way it goes about its business, and the way it provides an outcome to your prospective client.
What’s the purpose of your brand positioning statement?
Well, the answer to that is clarity. Clarity, both internally (to your team), and externally (to your prospective clients). Now, of course, the brand positioning statement can be posted on your social media page or posted on your website. And that can provide your prospective audience with clarity as to why your brand should be remembered. But more importantly, it guides every decisions and actions within your business, and ultimately shapes how the brand is perceived in the marketplace through its identity.
Now there are a 4 key elements that need to be included within your positioning statement. And they are:
What you do
Client type
Services
Results
How do you write a brand positioning statement?
To write your brand positioning statement, integrate all the above elements and put it into a statement.
Step 1: What you do.
Identity what it is you do. What title you have in the marketplace. What is your job title or your role title, what is it that you do for a living?
So you can say things like:
We're a design studio
We're financial advisors
We're a tax & accounting firm
We're orthodontists
We're SEO specialists
It could be any of the things that you want to position yourself as in the marketplace. That's step number one.
Step 2: Your Client type
Talk about the types of businesses that you help. Who are the types of clients that you serve.
We serve tech startups.
We serve restaurants
We help retailers
We help fitness professionals
We help financial institutions
We help crypto companies
We help hospitality businesses
Whatever type of clients you're focusing on in your business.
Step 3: Your Services
What are the services you offer? Name the ONE service you want to be known for:
marketing strategy
wealth management
class action law-suits
search engine optimization
social media management
What is your expertise? What do you do for these types of clients?
Step 4: The Results you generate
What are the results of the work that you do?
So it could be:
increase conversion
generate sales
educate customers
surpass competitors
improve brand awareness
rank on search results
grow on social media
whatever it is that you generate as a result of the work you do for your clients.
Now that you have these four elements. And we're going to combine those into the following formula:
positioning statement = (what you do) + (your client type) + (your services) + (the results you generate)
Four Examples of brand positioning statements
We are social media marketing firm that help restaurant owners manage their Instagram to create repeat customers and loyal fans.
Let's break it down:
We are social media marketing firm (what you do) that help restaurant owners (your client type) manage their Instagram (your services) to create repeat customers and loyal fans (the results you generate)
Here’s another example for a design studio:
We are a design studio that creates brand identity systems to help tech startups land investors and launch their product to market.
Here's one we did for our client Christos Nikas (a business coach & Instagram influencer with 162K followers):
I am a business coach. I teach creative entrepreneurs to grow their business using social media so that they can make more money with less stress.
Here’s one final example, using the positioning statement for my own design agency – Rayvn Design:
We are a brand strategy & design consultancy that helps subject-matter experts create premium brands so they can attract high-paying clients.
The ability to attract high-paying clients is the result that we promise.
Hopefully this simple formula will help you craft a positioning statement that answers all of the core questions that you should be sharing about your business when you are marketing your company. And again, you can use these in a variety of different ways in your marketing as well as have it serve as the core essence of your messaging, in the way you communicate to your prospects.
Hi, I'm Denny Kurien. I'm the Creative Director & Co-Founder of Toronto branding studio, Rayvn Design. We build brands for subject-matter experts, so they can turn expertise into profit, and attract high paying clients.
My goal through my blog is to clarify and simplify the elusive idea of "branding," and share practical tips and tangible steps to help businesses find their unique brand voice, and help them attract their ideal clients.
Our strength has always been in working directly with the founders of startups and small businesses, in helping them materialize their vision for their premium brand. If you want to elevate your service-based business, attract high-paying clients, and create a waitlist worthy brand experience, then check out our prices, and if we are within your budget — then book a 15 minute consultation with us to see if we are a good fit to work together.