Brand Positioning Statements - Getting Them Right Part 2
Brand positioning statements should be concise. This matters, because the longer a brand positioning statement is, the less likely people are to remember it. To illustrate this point, how many people do you know outside marketing who can recite any of your organization’s current brand positioning statements?
The lesson here is quite simple - keep your brand positioning statements concise. In practice, a brand positioning statement should be no more than one sentence, so that it can assist both with brand planning, and with brand education.