We’ve talked about value propositions and elevator pitches. Now it’s time to look at one of the most important marketing tools: the positioning statement. Tech startups looking to build effective marketing strategies must have a positioning statement to understand who to target, where those potential leads exist online, and how to keep messaging consistent. 

Why a Positioning Statement is So Important

Unlike value propositions, positioning statements exist to drive the direction of all other aspects of marketing. These statements need to be clear and concise, yet carry enough information about your brand, your goals, and your differentiators to create impactful messages.

The positioning statement says how, as a company, you’re going to deliver on those all-important value propositions. Without it, marketing can become aimless, unfocused, and ineffectual.

Step-by-Step Guide to Creating Your Positioning Statement

While every startup is unique, these steps will help you create a positioning statement that reflects your company's mission. 

1. Define your who, what and why

What’s your story? Why does your business exist? What are your goals? Answering these questions helps create a completely unique positioning statement that helps you stand apart from competitors.

2. List your differentiators

You know what makes your business unique, so make sure everyone else does too. List everything that makes your tech offering or brand preferable to alternatives. 

3. Understand your target audience

Creating an ideal customer profile can help here. You want to use language and address pain points that are meaningful to the investors and stakeholders who will see this positioning statement. Remember, your positioning statement is largely for internal use, but it drives the messaging for all client-facing content.

4. Include brand identifiers

Make sure your positioning statement includes your brand promise, values, and identity, and consider including your company’s mission statement here, too. This helps ensure all marketing efforts fall in line with brand expectations and company goals. Include your corporate values here as a primary aspect of your brand.

5. Address pain points

Above all, your positioning statement should cover how your brand/product/service deals with client pain points—what job does it do for them? How does it save time or money? Does it make day-to-day life easier or more enjoyable? 

Final Word

If you’re struggling to pull this written document together, consider utilizing visuals to help you create your perfect positioning statement. Studies show that tools like vision boards can help with processing this type of information, even if the end product is text only.

If you need help creating a positioning statement or with any other aspect of tech startup marketing and branding, book a free 15-minute introductory call and find out how we can help.

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