How many networking events have you been to where the question "What does your company do?" results in an answer that is either undecipherable or is too vague to make a memorable impact? Or, perhaps it's YOUR company description that falls flat. It's true what they say; you don't get a second chance to make a first impression.

Your company messaging needs to be tight, clear, and compelling—but it must be CLEAR before CUTE! Your positioning statement needs to describe what your company does and for whom, identify the key benefit(s) that drive your customers to purchase your products or services, and demonstrate the "unfair" advantage you have over competing brands. And, you must do this in 50-words or less.

As you start the process of developing your brand positioning statement, or revamping an old one, remember its purpose is to be actively communicated to the target audience, so be sure to keep them in mind as you determine your word choice, tone, and style. In fact, we recommend you poll your customers, employees, and strategic colleagues with the questions in our Positioning Worksheet to come up with the following positioning structure:

The Elevator Statement (25-Words)

An elevator statement is your positioning statement in 25 words or less that can also be "delivered" verbally in 30 seconds or the time it takes to tell someone what you do in a ride on an elevator. It describes WHO you are, generally WHAT you offer, and for WHOM.

50-Words

Now add more detail around the single UNIQUE BENEFIT a customer gets buying from you and your COMPETITIVE ADVANTAGE. Your 50-word describes WHO you are, generally WHAT you offer, for WHOM, for WHAT result, and WHY you.

100-150 Words

Finally, add more detail around your product/service offering to create your 100+ word version. Your product/service detail should be in a bulleted list, with only a small description of each product IF you have space. The 100+ word version describes WHO you are, for WHOM, WHAT you offer (general), WHAT you offer (detail), for WHAT result, and WHY you.

Brand Story

Once you have 25-, 50-, and 100-word positioning statements, it's time to create your brand story. Your brand story describes your history and background, highlights how your products and services grew from that past background, and illustrates how your unique philosophy or methodology impacts what you offer.

And now that you have solid messaging, it's time to Execute! The key to successful messaging, after being tight, clear, and compelling, is to be CONSISTENT. Marketing is very much like brainwashing—repetition, repetition, and more repetition. And finally, you must self-enforce and LIVE IT! If you say you target a certain customer, be sure you really are targeting them. If you say you offer something, be sure you do offer it. And, if you say you offer a specific benefit, be sure you are committed to ensuring your customers see that result!

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