Outcome: Developing Positioning Statements

What you’ll learn to do: develop and evaluate positioning statements based on defined criteria

After marketers work through the process of homing in on the best positioning strategy, they arrive at the final step: the positioning statement. The positioning statement reflects everything you’ve learned up to that point about how your product, service, or brand can best reach your target segment. As a document, it explains exactly how you plan to provide value to those target customers. In effect, it’s a short, persuasive argument.

In this next section, you’ll learn a simple formula for creating effective positioning statements. You’ll also learn how to evaluate existing positioning statements and decide whether and how they might be improved.

The specific things you’ll learn in this section include:

  • Describe a standard structure for positioning statements
  • Outline criteria for a strong positioning statement
  • Recognize good examples of positioning statements
  • Create a positioning statement aligned with a value proposition and target audience

Learning Activities

The learning activities for this section include the following:

  • Reading: Developing Positioning Statements
  • Self Check: Developing Positioning Statements