On This Page: Positioning Statement | Unique Selling Proposition | Elevator Pitch | Next Steps
After the Expertise Based Research session and a solid positioning concept has been created, it is time to put a few statements down in writing to help the process along.
A positioning statement is a succinct description of the core target market. It will be to whom a brand is directed and more importantly is a compelling picture of how the brand wants to be viewed by them. See also "Positioning"
In short, "what is the customer's perception of the brand relative to the competition in terms of the overall market space?" In other words, think of it as all competitors' Unique Selling Points lined up against one other.
Also known as the Unique Selling Point (U.S.P.), it is a marketing concept that is derived from the Creative Brief. It is a one sentence statement that acts as a filter between what clients do and think now about a brand and what ideally we want them to think and do after exposure to the brand in question. Think of the differentiating proposition as the one reason consumers will want to buy from you over that of your competition.
Here are the core requirements:
The biggest catch with the USP is to avoid the "me too" marketing trap. This is sprung when copy-cat positioning results from a new comer to the market duplicating an existing USP from their competition. This seldom works unless the new comer is able to sway logical reasoning in the form of a much lower price than the original marketer.
In short think of it has "how is the brand product or service better than the competion in terms of a specific benefit or quality?"
This is a short and punchy statement that gives the overview of a brand product or service. As the name implies, it should be about the length it would take to "pitch" it to a prospective client or investor as you both ride to the top floor of a building in the elevator. Given the wide array of building heights and elevator types, a standard elevator pitch is about 60 seconds.
An elevator pitch is the last of the series of documents as it pulls together the core ideas of the Positioning Statement and the Unique Selling Point into a format that is quick and easy to convey. Memorized, it is an effective way to introduce yourself at networking events such as those by your Chamber of Commerce or Business Networks International (BNI).
You can learn quickly how to write your own Elevator Pitch in our Learning Commons article, The Elevator Pitch Debunked!
Left wondering where your brand sits in the minds of your market audience? Does your selling point not seem very unique against that of your competitor? Falcon Innovation Group can help get you back on track with your brand product or service.
Contact us at 1-866-570-5344 and learn how our brand development services can get your business growing again!
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