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This question is about employer branding.
What is a brand positioning statement?
A brand positioning statement is a short, several-sentence paragraph that identifies your target audience, identifies your product's unique qualities, and differentiates it from any competition.
A good brand positioning statement identifies your product and your company's values. Many companies create statements that suggest they are determined to create the best product while following certain core beliefs.
The purpose of this portion of the statement is to instill confidence in the target consumer in both the product and the company. It is important to separate your company or product from competitors. A positioning statement, therefore, typically takes time to separate their product from others in the same field.
This statement often begins with, "Unlike other products of this type, our product inspires confidence and quality through years of research and constant attention to the needs of our customers."
Often a brand positioning statement will address customer pain points or the issue that necessitates the need for a product. This statement should be written emphatically while also providing a solution.
Ultimately, this short product statement should encapsulate what makes your product or company the most desirable through a combination of empathy and unique attributes of the product and the core values of the company behind it.
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