With such a broad consumer market and so many online platforms competing for business, it’s critical to define a niche for your brand. Clearly communicating your brand’s value proposition to its customers helps catch the attention of your target consumer base. A positioning statement template can help you gain clarity about what your niche is, who you serve, and what sets your company apart.
In this article, you’ll find information about how a positioning statement can help with customer engagement in the digital marketing space. We’ll also provide you with a free, customizable positioning statement template to use within monday.com’s Work OS..
What is a positioning statement template?
A positioning statement template is a short document that provides a concise outline of your brand’s target market. It also describes how you want the target buyers to perceive your company and products. An effective positioning statement should have four parts: the target, the category, the differentiator, and the payoff. A positioning statement template isn’t promotional material; it’s an internal tool that helps your company gain clarity about its brand and target market.
Why use a positioning statement template?
A positioning statement template can help you clearly identify how your brand differs from its competitors. Once you create a positioning statement, you have a reliable baseline for making decisions about your branding and marketing strategies.
The positioning statement includes your brand’s value proposition to ideal consumers and outlines the purpose and features of your services or products in relation to the customer experience. Using a template to write your positioning statement helps ensure you have identified important aspects of your marketing objectives to better engage your target market.
Although it may seem overwhelming to make branding decisions for your company when starting to develop a marketing strategy, a positioning statement template reduces the workload. Following a template lets you walk through the process of creating your positioning statement step by step, ensuring you don’t miss any of the key elements involved in writing this concise description.
What are some examples of a positioning statement template?
There are many types of positioning statement templates, depending on what type of company you are working for and who your products or services are geared toward. Those include business-to-business (B2B), business-to-consumer (B2C), and nonprofit positioning statements.
B2B and B2C positioning statement templates
B2B marketing focuses on the logical processes and technical aspects of a product. Rather than appealing to the general public, this type of marketing must appeal to other brands within that industry.In contrast, a B2C positioning statement template helps you build a positioning statement that appeals to the public.
Typically, B2C marketing relies on emotional appeals rather than the technical and logistical approach of B2B marketing. For example, if a benefit of your brand in your B2C positioning statement is that you are environmentally friendly, this can differentiate you from competitors by making customers feel good about using your products. Buyers are four times more loyal to eco-conscious brands, and 71% of customers are more inclined to buy from a brand that aligns with their values.
Both B2B and B2C positioning statement templates typically include four sections:
- Target (who your brand appeals to)
- Category (a frame of reference for your marketplace)
- Benefit (what promise are you making to your target audience)
- Support points (proof that you can deliver)
While the template is generally the same, the key difference between writing your statement for a B2B and B2C brand is in your differentiator or benefits section. This is where you’re making either a rational appeal (for B2B) or an emotional appeal (B2C) to hook your target audience.
Nonprofit positioning statement templates
A nonprofit positioning statement template takes on a similar format, but the approach to filling out the content is different. Nonprofit organizations should think about positioning statements as describing their “reason for being.” You should still identify your target audience, but rather than this being a consumer base, it’s going to reflect who your organization helps. A basic outline for a nonprofit positioning statement template can look like this:
- Target (who you help)
- Category (the core value of your organization and the work you do)
- Benefit (what makes your organization unique compared to others in the field)
- Support points (why your work matters or the impact you’re having on your target audience)
Nonprofit organizations can use their positioning statements to develop appeals to the public or businesses to obtain funding for their causes.
Try a free positioning statement template from monday.com
A positioning statement template is a helpful tool for companies to develop a clear sense of who they’re targeting with their products and services. The positioning statement template removes uncertainty from the writing process by guiding you through the steps of describing your brand and its purpose.
Who our template is for
Our template is for marketing teams of all types and sizes that want to turn prospects into customers and customers into buyers. We help you ensure you’re thinking about how your brand’s niche appeals to consumers for better customer engagement and loyalty.
Key features of a high-quality positioning statement template
A good positioning statement template should prompt you to include the following details in your brand description:
- Brand name
- Target audience
- Point of difference (i.e. the most, the best at, a leader in)
- End benefit (promise to the customer)
- Action (the moves your brand is making to deliver on its promises)
monday.com’s Work OS capabilities
In 2020, monday.com launched as monday 2.0, now a Work OS (operating system). This means our advanced technologies offer tools for your every need. monday.com as a Work OS provides all the necessary tools to collaborate on marketing projects in one digital, cloud-based space.
Teams can create custom workflow applications to plan, run, and track the progress of their projects. Workflow automation in the monday.com Work OS reduces the chance of human error, and the building blocks of our Work OS mean all users can customize their workspaces for specific projects.
Related templates to positioning statement templates
Besides a brand’s positioning statement template, many businesses also find it useful to obtain templates for other marketing practices. Working from a template can reduce the time and money spent on engaging customers while improving conversions.
Competitors analysis template
A competitors analysis template acts as a framework for performing a competitor analysis. This type of analysis looks at a brand’s competition and assesses its target demographic, strengths, pricing, and approach to marketing. The purpose of the competitive analysis is to identify the strengths and weaknesses of your own brand in comparison to others in the same marketplace.
A competitors analysis template walks you through the process of identifying your top competitors and describing them and their offerings. Then, the template prompts you to look at their strengths and weaknesses in various areas compared to your brand’s performance. Once complete, it lets you apply the information obtained from this analysis to make changes to your marketing plans.
Content calendar template
A content calendar template is an internal tool a company uses to improve productivity by planning marketing and social media content well in advance. The content calendar template prompts the team to consider and commit to dates when content will be published and to specify which media platform it’s published to. A content calendar is also sometimes referred to as an editorial calendar.
Typically, the template uses a calendar format and color-coding to identify when product launches, social media campaigns, webinars, blog posts, email newsletters, or ebooks go live online. The calendar template helps marketing teams schedule, organize, and plan deadlines so everyone is on the same page.
A/B tests template
A/B testing is a marketing experiment where teams split their customers into two groups to test various campaign strategies and gauge their efficacy. By testing out two strategies simultaneously, the brand can determine which strategy performs best and choose which one it will ultimately launch for the general public.
A good A/B test template breaks down the experiments into sections, requiring you to input your hypothesis (the assumed outcome of the strategy), details of the marketing strategy, variations on the design, and the outcomes of the experiment. When completing the template, marketing teams can assess the method and results of the experiment on the A and B test subjects side by side.
FAQs about positioning statement templates
What is a positioning statement?
A positioning statement is a concise description of a brand’s niche in its marketplace. It defines who their target audience is, what marketplace they compete in, how they are different from their competitors, and the proof they have to back those claims. You can use positioning statements as a guideline for making branding decisions when developing marketing strategies.
What are the four elements of a positioning statement?
The four elements of a positioning statement, regardless of whether you’re a B2B, B2C, or nonprofit organization always include:
- The target audience
- The category/marketplace you compete in
- What differentiates your brand from others
- Proof of your value/support for your claims
How do you write a positioning statement?
To write a positioning statement, start with a positioning statement template. Then, determine what type of positioning statement you’re developing based on your brand (B2B, B2C, nonprofit, etc.). Use this information to assess your target audience, your category, and the value you offer consumers.
Streamline your marketing strategy with monday.com’s positioning statement template
Developing a strong positioning statement for your brand may seem challenging. But with a carefully thought-out template, you can develop a polished positioning statement that helps you make smart branding decisions.
Companies with a well-written positioning statement and consistent branding see a 10%-20% increase in revenue, on average. A reliable positioning statement template can help you achieve your marketing goals.