Recently a client asked what we considered to be the most important piece of info that should be included in a design brief. While there are many, a first and essential start to any design project is the clear articulation of the brand’s positioning. When a positioning statement cannot be concisely stated, we like to work through some possibilities using a simple statement template. There are many templates available but this template seems to generate a wide variety of options and has historically worked for us.
For (describe who/target audience), (name of brand) (does what) (how).
For example, “To thirsty, sweaty jocks, Gatorade is the original sports beverage that quenches thirst while replacing fluids and electrolytes.”
While your statement doesn’t necessarily have to precisely follow the template, it must cover the required information. Look at another strong example. Nike says their mission is “To bring inspiration and innovation to every athlete* in the world.” The asterick defines the athlete – “if you have a body, you are an athlete”
Note how these successful statements don’t merely “fill in” the statement template; these position statements make an immediate and strong emotional connection. And positioning is so much more about creating bonds than simply making product claims our touting product benefits.
So, kick off your next design project with a review of your positioning statement. In fact, while there is tremendous value in consistency of positioning across time, competitive activities, consumer responses and market changes may require enhancements or updates to your positioning. Take some time to review your positioning and be prepared to juggle a significant number of alternatives. We find large stickie notes on conference room walls with lots of donuts and coffee to be extremely helpful in sorting through the options!
