Brand positioning statements can help you with your:
• brand planning – by laying out your brand vision
• brand education – by ensuring that all your staffers outside of marketing know what you are trying to achieve with each of your brands
Unfortunately, most brand positioning statements just don’t work. They don’t do much for brand planning, and they don’t help with brand education. That is because too many marketers do not use the CDW rule when creating their brand positioning statements. (See Mission Statements – Getting Them Right to learn more about the CDW rule.) The CDW rule is that brand positioning statements should be:
• differentiate each of your brands
Above all, managers should:
• walk the talk in their brand positioning statements
Brand positioning statements must be concise. This is important because people are less likely to remember a long brand positioning statement. Ask yourself just how many people are there outside of marketing who really know any of your organization’s current brand positioning statements?
My point here is very simple – keep your brand positioning statements concise. What this means is that a brand positioning statement should be just one sentence long, so that it can assist both with brand planning, and with brand education.
Differentiate each of your brands
Differentiate each of your brands in your brand positioning statements. Successful brand positioning statements leave clear water between each brand. They help everyone in your organization understand the rationale for each brand, and therefore work well in guiding both brand planning and brand education.
Walk the talk
Walk the talk in your brand positioning statements:- Managers who walk the talk in their brand positioning statements find that they become successful tools for both brand planning and for employee brand education.
Crafting brand positioning statements that are concise and which differentiate your brands takes effort. Persuading your fellow managers to walk the talk in your brand positioning statements takes still more effort. But with the CDW rule you can make your brand positioning statements into something that will assist you in becoming successful at brand planning, at brand education, and above all with your customers.