Staju Palatty

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Positioning Statement

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What is a positioning statement?

According to internet resources;
“A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand’

Example1: (Positioning statement (2001) of

For World Wide Web users who enjoy books, is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, provides a combination of extraordinary convenience, low prices, and comprehensive selection”

 ”Example 2:

“For today’s appearance-conscious business, the Underfoot Industries EverAwesome line is the carpet that stays new-looking longest among all commercial-grade carpets. Our patented technology produces durable, low-wear carpet whose lifetime cost is 40-80% lower than other brands. The brand name “EverAwesome” tells customers: “This carpet looks great, AND it will last a long time.”


I realize positioning statement as a concise information of what we can do for our customers. Here the words reflects the real action that going to take place. It is a promise than mere sensitive words. These words are real promise. If the brand does not follow these promises, then there is no meaning. It is not a vision…but real output. However abit of vision can be integrated, because a vision motivates the consumer. It shows the brand’s innovation and energy. The vision is not a promise. So positioning is a statement of what you are and what you provide or promise. It should reflect on this brands each steps. Otherwise it may break the brand. This brand may look like fake. Unreal positioning can spoil the brand’s image. I think we have to be very careful in writing a positing statement. It is always good to have a unique selling idea or difference. Good brands have a clear idea of there policy. It is like making an emotional or friendly attachment with consumers. A positioning statement may change time to time. As the business grows…it may vary. However every initiative should have a clear picture
of what they are doing and where they are going.

My initial Positioning statement:

“Visual Magic Digital Media is a Nelson, NZ based design and production brand focusing on the hight level visual representation of domestic middle class businesses and services. Our up to date high quality and cost effective branding solutions enable the middle class ventures to reach the top level visual representation with least worry. We strive to reach our clients to meet the NZ quality expectations. Our domestic presence with cost-effective productions allows the local business to access efficient and effective services”



Author: Staju Palatty

I am a digital designer based in Nelson , New Zealand . I specialise in branding design, website design, 2D animation, photography and video production.

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