We all have things that make our businesses unique. I’m sure you spent quite some time discerning and mastering just what that is. Afterall, we wouldn’t have chosen the Entrepreneurship path if we wanted to fly by the seat of our pants approach and throw caution to the wind. Maybe that works for some outlier, but for most businesses standing out even in a saturated market isn’t too difficult when we truly understand what it is what makes us one-of-a-kind – that is, more specifically, our positioning statement.
So what’s your unique offer?
Why are you in business? When we think intentionally about our positioning statement it comes down to our signature offer or experience you offer your customers that leaves an imprint in their mind long past the signing of the dotted line.
In this post I’ll discuss Positioning Statements, and provide an example, so when you need to source a designer you understand how it can work in tandem with the visual communication aspect of your brand.
To craft your 2-5 sentence positioning statement, you’ll need to consider the following core components surrounding your business:
Who you serve
What value you offer
How you position your offer
Why you’re in business
What sets you apart from the competition
Let’s take a step back for a second and set one thing straight. Your position statement differs a bit from your mission statement in that it answers the “what” surrounding your offer.
I know that sounds vague, but when I crafted my own statement to compliment my mission statement, I focused more so on my customers benefits in working alongside an independent designer or when making a website purchase from my shop.
For example: there are several ways to build a website and approaches one might take (be it through an agency or independent boutique studio), but after seeing firsthand some branding clients struggle with out-dated ways of managing their websites others built for their service-based businesses, I decided that needed to change. I found Showit (and love designing in the software!) and want clients to bridge that gap and be able to update and make edits as needed on their own time – no stress involved! In-depth Video Training from Installation till Launch is included with every purchase.
So you can begin to see how your positioning statement can evolve from a vague list of features into a real expression of how the service can benefit customers lives in a way they might not have even considered before.
A practical way of thinking about your positioning statement is to imagine your customers life before and after using your product. What goal is your business aiming for when solving your customers problem? Then tell that story of what happens to them when they make that decision.
Everyone has something to offer and even if you don’t have years of experience, you’re providing a service or product that takes a lot of time and skills your client or customers might not have. That’s why they’re interested in you!
Quick tip: Talk to your clients through your website copy as though they are the hero of the story and you’re here to help guide them to success.
Consider intentionally what your brand delivers and touch upon these two key components:
Who does your business serve?
How does your business serve this group?
All this to say that once you have an idea of your Positioning Statement, you can use it to guide and influence your Brand Voice. This is how you communicate with your audience authentically in delivering on your promise to them.
Of course, you won’t be sharing your 2-5 sentence statement on your branding directly, which is why your copy should be crafted to clarify and support.
For example, if your target audience is more casual they might enjoy stories more. If they’re a more formal bunch, perhaps facts and stats resonate more.
You likely have a great product or service, but your message can amplify its power and help you speak directly to your customer in rounding out your brand.
This is the positioning statement of Nikon:
“For (creative professionals with an eye for capturing and sharing beauty), (Nikon) is the (digital point and shoot) that delivers (a window to their world), so they can (experience deeper connections through a shared perspective), because (of Nikon’s 100 year history of developing new technologies that allow you to capture and share your experiences in their purest form, it’s as if you were there)”
As you can see, in the first sentence Nikon clearly articulates their target audience, brand, and category as well as their point of difference. They also go on to share their end benefit and reason customers should stay around – i.e. their proof of delivering on that promise over quite a bit of time.
To answer my question posed in the title of this post; it’s your value. By crafting a clear and concise positioning statement you’ll stay focused in the design phase of your project. Once you reach that point, you’ll then build market awareness through web design and brand collateral that achieves the consistency you’re after.
At By Stephanie Design my mission is to help entrepreneurs make a stunning and enduring online impression. Through Showit lets propel your business forward and equip you with the tools necessary to make us better by design.
February 12th, 2023