Position statement examples
Let's look at some examples of positioning statements that established companies use across various industries to show that regardless of who a business is targeting and what industry they are in, they all include the same key components in their statements.
To start, let's look at Mailchimp's positioning statement:
Mailchimp is an all-in-one Marketing Platform for small business. We empower millions of customers around the world to start and grow their businesses with our smart marketing technology, award-winning support, and inspiring content.
As you can see, our statement says exactly what is needed for users to understand what we do. It describes what we are—an all-in-one marketing platform. And what we do for customers—empower millions of customers around the world to start and grow their businesses. And how we do it—using smart marketing technology, award-winning support, and inspiring content.
The style of the statement is friendly and encouraging, giving customers confidence in working with Mailchimp.
Here is Nike's positioning statement:
For athletes in need of high-quality, fashionable athletic wear, Nike provides customers with top-performing sports apparel and shoes made of the highest quality materials. Its products are the most advanced in the athletic apparel industry because of Nike's commitment to innovation and investment in the latest technologies.
With this statement, Nike has clearly defined its brand as one that is for serious athletes—for athletes in need of high-quality, fashionable athletic wear. Nike's product is top of the line—Nike provides customers with top-performing sports apparel and shoes. And the brand is innovative—its products are the most advanced in the athletic apparel industry because of Nike's commitment to innovation.
Customers looking for durable, high-performing, and fashionable athletic wear are sure to look to Nike due to this positioning statement. The statement offers confidence in current products and future products moving forward because of its focus on innovation.
Now, let's take a look at Apple's positioning statement:
Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet.
Apple's positioning statement offers insight into its business strategy with a broader focus. It focuses on Apple's forward-thinking research and development—Apple emphasizes technological research and advancement. And the statement emphasizes its innovation—takes an innovative approach to business best practices. Then it steps outside the box by declaring that Apple is aware of its impact.
Apple's impact can be viewed in more than one way. It can include the impact on people that use Apple devices. It also notes their impact on the planet. This emphasis is very appealing to Apple's target market. They tend to be more progressive than the general population and therefore concerned with their carbon footprint.
Apple is a company that understands exactly who they are selling to and what that audience values, including innovative products and a reduction of their environmental impact.
When it launched, Airbnb offered a unique service to its audience with this positioning statement:
For local and international travelers, Airbnb is the only booking website that connects you to unique experiences all over the world because we offer the largest selection, most diverse, top-rated and personalized places to stay.
Airbnb offered a new way to travel, targeted primarily to millennials. It was for travelers from anywhere on the globe—for local and international travelers. And they exclusively offered unique travel experiences—the only booking website that connects you to unique experiences. They featured global, diverse, personalized places to stay—we offer the largest selection, most diverse, top-rated, and personalized places to stay. Airbnb lays out its target audience, value proposition, and competitive advantage clearly.
Millennials have grown up with personalized online services, and their travel plans reflect that. With a clear target market, Airbnb gives travelers a peek into travel destinations that most people never see while having lower prices than many hotels and resorts. This new concept of travel has grown with new companies joining the niche.
For individuals looking for high-quality beverages, Coca-Cola offers a wide range of the most refreshing options — each creates a positive experience for customers when they enjoy a Coca-Cola brand drink. Unlike other beverage options, Coca-Cola products inspire happiness and make a positive difference in customers' lives, and the brand is intensely focused on the needs of consumers and customers.
Coca-Cola is a well-established brand with visual recognition worldwide. It has a wide target audience and offers emotions as well as flavor to its customers. Their products are refreshing—Coca-Cola offers a wide range of the most refreshing options. Drinking Coke is a positive experience—a positive experience for customers when they enjoy a Coca-Cola brand drink. They engender good feelings—inspire happiness and make a positive difference in customers' lives.
Coca-Cola has the benefit of being a well-known brand with an established history that is recognized pretty much anywhere. Even when the product is in another language, it is easy to identify the logo and branding. Coke doesn't define itself as just a refreshing drink, Coke defines its brand as one that brings positivity and happiness to all of its customers.
Make your position known
By crafting a position statement, you give your brand a voice. You can create marketing materials that are unified behind a single theme, and give your customers a desirable way to perceive your brand and product.
Using your positioning statement as an anchor or guide, you can project the brand identity that you want customers to see in everything you do to market and produce your product. This includes your brand logo, website, advertisements, packaging, shipping, and anything else your brand uses.
Audio and video commercials can all reflect back to your brand while giving users the impression of your brand that you want them to see. This creates a cohesive, focused presentation of your branding that is reiterated by each step you take and each marketing campaign you have.
Mailchimp offers numerous tools and services to help you achieve and promote your brand position. While they are best known for their email marketing service, they also have numerous other services, including:
All of these services can help you create and promote your brand identity and positioning statement.