Page 28 - Delivering Authentic Customer Experiences

Principle 1 Delivering Authentic Customer Experiences

The sentence below offers a template to help get you started:
For [insert your target audience], [insert your brand/company] is
the [insert what you do] among all [insert sector or market
segment] because [insert something factual and compelling that
makes you different].

Here’s an example of one of mine…

In a world of successful business owners, JLC helps you identify
unhelpful habits and challenges you to make appropriate changes
to facilitate sustainable growth.

Your Position Statement should be designed to stand the test of
time, although it can and will need to change to reflect changes in
your sector, new competitors, external market factors and
technological advances. Remember this is not a slogan or tagline
but an internal statement designed to influence your promotional
communication. The strongest ones often develop into
memorable taglines which capture the essence of the brand e.g.
Disney’s themes of fantasy, magic, and family.

17