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A large part of your brand positioning marketing strategy will revolve around your unique selling point (USP) and its tagline.

Our USP at Pipedrive is simple:

“Pipedrive is the first CRM platform made for salespeople, by salespeople.”

Our co-founders were salespeople, so they knew from experience what a CRM for salespeople needed. To demonstrate this to potential customers, we incorporated it into our tagline.

As we've said before, consistency is key. This is especially true when it comes to your brand's digital marketing strategy. Your USP and brand identity should be reliable and consistent everywhere your customer comes into contact with your brand. Shortening your brand positioning to no more than a few lines can help everyone on your team remember it.

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5. Your price
Finally, think about your price and how your target audience will perceive it.

Price can be one of the key factors in a potential customer 's decision-making process . When you charge a higher price than competitors in your industry, your product positioning strategy can help convince your target market that it's worth it.

If you offer more features, better customer service , or higher product quality, this is the place to highlight it.

Alternatively, if you're selling at low prices or at a lower price than your competing brands, you can let customers know why your product or service is still premium.


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Bring together all the elements to create a brand positioning statement
Once these elements have been decided, begin crafting a brand positioning statement. You may be familiar with company mission statements, but what is a brand positioning statement?

In one or two sentences, your brand positioning statement should clearly articulate what makes your product unique from your competitors and why your potential customers should choose you. A brand positioning statement describes exactly what your company does, who your product is for, and how it will help your target audience achieve their goals.

A brand positioning statement can take many forms. For some, it's a paragraph; for others, it's a single line.

Taking all of the above elements, use this template to create the foundation for a compelling brand positioning statement: