Chapter Five

Positioning your brand

What makes you so special?

How do you do what you do?
What makes your company unique?
Why should people come to you instead of everyone else in your segment?

A typical automotive brand may reply with the same old boring buzzwords you know and love:

  • one-stop-shop
  • family-owned and operated
  • for all your performance needs
  • number one source
  • professional
  • friendly
  • honest
  • quality
  • affordable… I’m falling asleep.

Doing a simple search in your area will reveal dozens of examples where these boring buzzwords are used. Do you think using these words makes you stand out?

Everyone is naturally going to assume you are all these things and more, so there is no need to be Captain Obvious.

Let’s position your automotive brand to stand apart from everyone else.

Why positioning statements are important

In this crucial chapter, I will help you create positioning statements for your company that are concise and memorable. Once completed, you will have a library of messages that can be used on your website, social media profiles, marketing materials and more.

Your target audience will know what you do and how you do it better than everyone else without using any of the dull, overused words listed above.

Writing additional copy for your marketing efforts gets much easier when you have positioning statements created. When someone comes to you asking for brochure content, you will be able to pull from your library of statements and put together excellent sales copy in minutes.

It is what drives your brand forward.

You’ve known in your gut what your Intent is, but you struggle to try to articulate it. That’s ok because I’m going to help you craft your company’s Intent Statement.

I don’t care how boring your business might be in your own eyes. Everyone has unique characteristics that make you different from your competitors. You need to dig deeper and search for it.

How to create a positioning statement

Step 1. Define your Intent
In the last chapter, we went through the process of developing your Intent Statement. Keep this statement to the side for now. We will use it later.

Step 2. Define your benefits and differentiators
List out what makes you different. These differentiators are HOW you work. These are statements and points that you deliver to your customer that no one else does. The unique qualities of your business. The pain points or problems of your customers and how to fix them.

Before you get started, think deeper. Sure, you offer a quality service at an affordable price. Everyone does. Go deeper.

  • What do affordable price and quality feel like?
  • What does that mean to your customer?
  • What does it look like?
  • Is it freedom so they can enjoy more family time?
  • Does it allow your customer to quit worrying?

I don’t care how boring your business might be in your own eyes. Everyone has unique characteristics that make you different from your competitors. You need to dig deeper and search for it.

Step 3. Who are you serving?
List out your demographics. Be specific. Don’t generalize. If you have a key age group, race, gender type you serve, write it down. The more specific you can be, the better the statement. Chapter 6 will help you define and create a profile of your target audience.

Step 4. Putting it all together.
Now the fun part. You can come up with as many positioning statements as you want. It all depends on how many benefits/differentiators your company has to offer.

Creating positioning statements takes time and wordsmithing.

Pull out a whiteboard, get your team together and open a thesaurus. As you write out your ideas, read them out loud. If they don’t sound right when you say them aloud, chances are this statement isn’t the right one for your automotive brand.

As you create them, you may find that certain verbs work better than others. Some prepositions will roll off the tongue, like poetry. Play around and have fun with it. As you craft statements, let them simmer for a while. Come back to them later and see if they still work. Don’t force anything.

You do not want to confuse your audience or be too ambiguous with your language that confuses your audience. Simplicity is always best! It will be easy to remember and make the most impact.

Formulas you can use to make your positioning statements.

[We/Your Business Name] help [who/target audience] with [how/benefits].

We [how/benefits] for [who/target audience] so they can [why/your intent].

Many [who/target audience] face [problem faced by your audience]. We [how/benefits] so that they can [solution provided].

Now that you have created your positioning statements, it’s time to share them with your target audience. Who are they exactly?

I will help you determine who they are in the next chapter.

Chapter Six

Who do you want to attract?
Read Chapter Six