How To Create Your Positioning Statement
As you create your jingle from the ground up, getting your positioning statement right is one of the most important considerations. Here are a few rules to help you through the process.
Rule #1. Something Is Better Than Nothing
Have you have been using a slogan for years?
Do you still like it?
Do you still believe it to be true?
Does it communicate the thing that makes you, your product, business or service different from your competition?
Then… don’t change it. Maintaining continuity and building on your repetition of message will far outweigh the potential value of developing a “better line.” Stay the course and use the brand equity you’ve built through the years; make the line come alive again by setting it to music.
Rule #2. Don’t Change For Change’s Sake
How often do you change your graphic logo? Or the sign on your building? Not very often, right? Your instincts tell you the reason (if not your pocket book)–because people have come to recognize your look, and it is instantly associated with your product, service or business.
The same thing goes for a positioning line…if it still represents you well and sets you apart from the competition. If, however, your present line no longer applies to your business, or you have a new and different focus or differentiating benefit over your competitor, then it’s time to develop the new Positioning Statement and shout it (or sing it) to the moon!
Rule #3. The Best Statements Are Easily Remembered
In the world of Positioning Statements, less is more. You want the consumer to see or hear your line, instantly understand and remember it. That’s it. End of story.
Rule #4. It Doesn’t Necessarily Have To Be Creative
Don’t rule out a descriptive, believable and memorable line just because it doesn’t strike you as “creative” or “clever.” You need not have the slogan equivalent of Shakespeare to be memorable. In fact, some of the catchiest slogans of all time have been short, sweet, and very straightforward.
Stay with the basics and learn from the national giants. Do you remember, “Where’s the beef?” Three words, none of them longer than one syllable—and for Wendy’s, that little slogan sold millions of hamburgers. Remember “Mc Donald’s…We love to see you smile?” Now, that line isn’t overly “creative” for fast food, either. In fact, if the copywriters were trying to be clever, it’s a line that would probably work better for a tooth whitening procedure, toothpaste or a photographer. But Mc Donald’s was selling satisfaction… and the line worked for them.
How To Know You’ve Got The Right Line
Does this Positioning Statement communicate the reason a consumer should choose my business, product or service over my competitors?
Is the Positioning Statement truthful?
If you can answer “yes” to the above two questions, you have a winner.