How to write a brand positioning statement and create a lexicon for your brand copy bible

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In the world of marketing, a strong positioning statement is crucial for establishing a brand’s identity and differentiation from its competitors. A positioning statement is a concise statement that communicates the unique value proposition of a brand to its target audience, in a way that is succinct and distinctive.

In this blog post, we will discuss how to write a positioning statement for a brand, along with proof points to validate the positioning, and how to select a lexicon of words that the brand uses. This information can be used both internally – in the form of a brand bible, which can be used to brief people who work on your brand as well as to facilitate understanding around your brand to employees – as well as externally, on public-facing platforms, such as your website and social media pages.

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What’s in a brand story?

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Why Story?

Storytelling has been a buzzword in the creative industries, in particular advertising and marketing, for some time now. What started as ancient conversations around a campfire turned into bedtime stories in bunk beds, the novel, the film. Soon advertising caught on. All the best TV ads of our generation told a good story. (Think of that VW ad set to the lyrics, “I remember the days of my life…”)

Now we talk about brand story, and for those not in the industry, this leap may be a bit mind-boggling. This is not just your company history or your CV, although that may come into it. It’s bigger than a list of facts or linear timeline. It’s more about the “who” and the “why” behind your business, the “what gets you out of bed in the morning”. Think about how those bedtime stories elicited emotion, inspired imagination, evoked understanding, trust, and sympathy. Now we are a bit closer to telling your brand story.

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Coffee with Skinny laMinx’s Heather Moore

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Sit down with Heather Moore and Laura Turok of Skinny laMinx over coffee and date balls in a buzzing Cape Town café. Heather’s textile brand (named after her Siamese cat!) is a gorgeous Cape Town success story of a small female-owned and run business that’s grown to be massively popular with fans and customers around the world. We absolutely love her patterned tea towels and her new Colour Pop Pillows, which complete her range of Palette + Print scatter cushions.

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From pillar to post

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While content definitely exists to please your reader it also needs to serve your brand.

The right content helps to build your brand’s authority, elevating it to a position of trust with your target audience.

Content needs to be interesting, engaging, informative and entertaining. It also happens to be competing with, literally, millions of other pieces of content that are likely to be equally interesting, engaging, informative and entertaining. And then on top of all of this you also need to ensure that your brand’s content isn’t always self-referential.

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Workshop: Optimise your online presence on a budget

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Cash flow is a real thing! We hear you and we understand that often, especially if you’re running a small business, you simply don’t have the budget for elaborate marketing campaigns (even though you know it is very important).

That’s why we’re lending a helping hand in the form of an interactive workshop to share with you everything we know about optimising your web presence on a budget.

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Begin with brand

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Brand/branding is a sexy term. All the cool kids (Apple, Google, Nike etc.) are seen as brands, rather than businesses per se. Brands are what teenagers covet and trendsetters worship. But ultimately branding is what sets the brilliant apart from the bla.

Considered more severely, good branding can elevate an average product into something awesome and, similarly, a lack of branding or inappropriate branding can significantly devalue or diminish an amazing product.

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C… how to do it on Instagram

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Today Instagram, the social media network that started out as a photo editing app for iOS back in 2010, has 500 million users, of which 60% use Instagram every single day, according to the official Instagram blog.

That’s an impressive number for a social media channel driven exclusively by photos and videos. It’s a channel that brands with a creative/design slant can’t afford to ignore. The key to a successful Instagram account is a strategic and consistent approach, underpinned by plenty of creativity and clear communication.

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Let’s talk content strategy

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Strategy is a great word. It’s one of those mid-weight ones that can effortlessly be thrown into discussions to take it up just that notch or two.

But dig a little deeper and it soon becomes apparent that there is a lot of uncertainty around what strategy, and content strategy in particular, really means.

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