I want to give you my best secrets on how to take your USP (figure yours out here) and mould it into a brand positioning statement you can use in your everyday business tasks. You know, like marketing! 🙌
A brand positioning statement will, at the end of the day, help your marketing efforts feel more effortless. Because I'm sure we're all together in enjoying marketing the least and finding it gives us the most grey hairs.
Part of that's probably because it's not our primary skill and we're learning as we go along (um, that's me!). Another part of it could be because we're not entirely confident in our brand message.
Now your brand message is about so much more than your brand positioning, but knowing your emotional benefits and who you're speaking to (or want to speak to) will allow you to write up something that can spark a revolution (too much? nah!) in your marketing and therefore sales and therefore confidence.
Alright. So let's do it.
First, what do you do. As in, what do you sell, create, provide?
⟶ life coaching for women
⟶ beauty and bathroom products
⟶ creative strategy support and resources
Second, what is the primary functional benefit? Or what is your works'/services'/products' most important attribute?
⟶support focused on elevating their everyday moments
⟶ safe and all-natural aroma-based products
⟶ support focusing on connecting clients with the right people
Third, what is the biggest, most powerful emotional benefit that sets you apart? When you consider that the emotional benefits are essentially how you do things differently to your peers, which one is the big result you want to found your marketing on?
⟶ champions their innate ability to design their dream life through value and action as they fulfil their calling
⟶ encourages women to turn their nightly bath and shower routines into mindful rituals
⟶ helps them create and execute a plan with confidence and share the right message so they get more rad clients and grow their businesses into what they dream them to be
You see where we're going with this? We've covered what you do, how it manifests and what the big result is!
Now you put them together to position yourself! You can do that by adding the word ‘only’ because where those three intersect should be unique to you! 🤩
So, here's your secret formula:
My [INSERT 1] is the only [INSERT 2] that [INSERT 3].
I mean?! How easy is that? 🙌
So it could look like:
My life coaching for women is the only support focused on elevating their everyday moments that champions their innate ability to design their dream life through value and action as they fulfil their calling.
My beauty and bathroom products are the only safe and all natural aroma-based products that encourage women to turn their nightly bath and shower routines into mindful rituals.
My creative strategy coaching is the only support focusing on connecting clients with the right people that helps them create and execute a plan with confidence and share the right message so they get more rad clients and grow their businesses into what they dream them to be.
Boom! (Also, can you guess who the last one is for? 😉😉).
So what does your positioning statement look like? Find me on Instagram and drop it in my DMs ♡
I'm the author, Lorin Galloway.
I work with small business owners who want more rad clients, growth, and clarity and less rules, formulas and lost-in-the-crowd brand stories.
I talk about intimacy a lot, as a means to build up a deep understanding of your business and your people so that you have a plan, all the confidence and the right words to grow your business into what you dream to be.
I develop those brand strategies through 1:1 and group programmes and also have on-demand workshops for my diy business owners (I got you, boo).