What truly sets you apart?
What Is A Brand Unikeness Statement?
A Brand Unikeness Statement (also known as Brand positioning*) is the process of creating a statement that describes how your Brand sets itself apart from the rest, in the mind of individual customers... with language that an actual individual consumer would use, in an accurate and legitimate way.
A Brand Unikeness Statement Contains
Ideal Target Customer
Product (or Service)
Product (or Service) Category
Purpose of the Product (or Service)
Unike Differentiation Point Within the Market
The statement must be under 350 characters, capture the essence of your Brand along with its distinctive offer.
What Is The Function Of The Positioning Statement?
- To direct ad and marketing campaigns
- To maintain the expressed focus within the positioning statement
- To avoid fluctuations on the target segment and the Brand's unike offer
As in almost everything in branding, positioning is a dynamic process rather than a "one-and-done" occurrence as Geoffrey A. Moore from "Crossing the Chasm" states.
* The Branding sector utilizes terminology that it often un-intuitive, so in certain cases we will re-interpret existing terminologies into "friendlier" terms.
[Brand Unikeness Statement is part of the Brand-Codex™]
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