Creative Strategy and the Business of Design, Part 14

How to Craft Amazing Positioning Statements for Your Brand or Product

It’s time to take everything we have learned in the previous nudenotes about features, benefits and values.

Distil all this information into crafting amazing positioning statement by using the widely used and time tested framework:

“For [target], [brand] is the [category] that is the [point of difference] so they can [end benefit] because [reason to believe].”

Your positing statement should inform all of your design solutions, but as Douglas says, “it is only as good as the information that goes into it”.

What if you are in a situation where people don’t value this level of detail?

Don’t worry, this spread of nudenotes has some helpful insights into how to change their mindset to see the benefits of rooting your creativity in strategy.

Buy Creative Strategy and the Business of Design here.