Brand Positioning Statement

Let's talk brand architecture & piece together a winning marketing strategy

Putting The Brand Hardware Together

Brand strategy first, then all of the design stuff after. What’s your promise to your customers that only you can keep? A brand positioning statement is an internal mantra for your organization to reflect upon to better serve the customer. It reminds everyone why you’re the go-to in your industry. 

brand positioning statement
Your brand positioning statement tells your customers why you’re different. It promises them you’ll make a difference in their lives and are a clear authority in your market. When writing a statement, ask yourself a few questions to get things going. 

Create a Brand Positioning Statement

1. Who is your target customer?

This is a question that comes first when developing a new brand strategy or marketing campaign. It arises after establishing what your market is, and what you do that others need.

2. What is your brand promise?

If you run a service based business in the skilled trade industry, brand positioning is key. There are numerous competitors, which is never a problem when your promise is clear and followed through with. It can be viewed as a value proposition. 

3. Craft a winning brand statement.

Start with this brand statement template:

[company] is dedicated to [target customer] by offering excellent quality [provided service] that outperforms the competition by [brand promise].

Take that statement and spruce it up!

Brand Statement Examples

HVAC & The Skilled Trade Industry

American Standard - Industry Supplier

“Making life healthier, safer and more beautiful at home, at work, around town and throughout the world ― that is the vision of American Standard. For over 140 years, exuding a passion about plumbing and the bigger problems it can solve, the Company has raised the standard by constantly innovating to improve the quality of everyday life.”

-American Standard

W.W. Grainger - Industry Supplier

“More than 3.5 million customers worldwide rely on Grainger for products in categories such as safety, material handling and metalworking, along with services like inventory management and technical support. Grainger offers nearly 1.7 million quality stocked products, a consultative sales approach, technical and product expertise, a premium digital experience and the ability to get complete orders to customers quickly to help keep their operations running and their people safe.”

-W.W. Grainger

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