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February 2, 2014

Brand Positioning Statement

The positioning statement provides the foundation for developing the brand pitch and key value messages for different audiences. It will also provide input to the Brand Strategy Platform.

Despite popular belief, your positioning statement is not your brand elevator pitch. Elements of your positioning statement, however will be used in your brand elevator pitch and key messages.

There are five positioning elements that need to be considered.
• Target Audience
• Problem Statement
• Category
• Value proposition
• Competitive Differentiation