Branding & Messaging
Developing a positioning statement
Developing a positioning statement is an essential part of a team's overall branding strategy. This statement should communicate the team's unique selling points, target audience, and how it differentiates itself from its competitors.
A positioning statement typically includes several key components, such as:
Target audience: Identifying the specific group of fans that the team is targeting, such as families, young adults, or die-hard sports fans.
Unique selling points: Highlighting the key strengths and differentiators that set the team apart from its competitors, such as its history, star players, or innovative game experiences.
Brand personality: Describing the team's personality and how it wants to be perceived by its target audience, such as fun, exciting, or competitive.
Promise: Outlining the value proposition that the team offers to its fans, such as unforgettable game experiences, top-tier talent, or community involvement.
For example, a college football team may develop a positioning statement that reads:
"For die-hard college football fans who crave a high-energy game experience, the Thunderbolts are the ultimate destination. With a winning tradition dating back over 100 years, top-tier talent on the field, and a passionate community of fans, we promise unforgettable moments that will last a lifetime."
This positioning statement clearly identifies the team's target audience (die-hard college football fans), unique selling points (winning tradition, top-tier talent, passionate community), brand personality (high-energy), and promise (unforgettable game experiences). It effectively communicates the team's value proposition and sets it apart from its competitors in the marketplace.
Overall, developing a clear and concise positioning statement is critical to a team's success in the marketplace. It helps to guide all of the team's branding and marketing efforts, ensuring that they are consistent and aligned with the team's overall goals and messaging.
By following these steps, a team can develop a strong and consistent brand identity, messaging, and positioning that will resonate with its target audience and help it to stand out in a crowded marketplace.
