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After analyzing your brand and competing brands and their relative positions, you should have a pretty clear idea of how you want to position your brand as something special. Now you’re ready to write your brand positioning statement to delineate precisely what makes your brand special. A brand positioning statement must do the following:

 Define the target market or audience.

 Specify the brand’s class.

 Highlight the brand’s unique features and the benefits to the customer.

 Describe the emotion you want the customer to feel about the brand.

Here are some sample brand positioning statements:

 For people who want healthy food options for diet alternatives, Super Healthy Foods offers customers a wide variety of grocery shopping that can accommodate nutritional wants and needs.

 For time-strapped consumers, Express Shopping Today provides a one-stop shop for everything they need, no-stress shopping, speedy delivery, and no-hassle returns.

 Electric Motors offers tech-savvy, environmentally conscious people a zero-emission, high-performance, bleeding-edge alternative to traditional gasoline vehicles.

Use the following fill-in-the-blanks template to create your own brand positioning statement:

[Your brand’s tentative name] is the [first, best, only] [brand class] to offer [unique features and benefits] to [customer profile] making them feel [emotion about the brand].

Your brand positioning statement doesn’t have to be so formulaic. Just try to keep it brief while detailing what makes your brand special to your target customers.