{"id":3028,"date":"2021-06-24T12:28:46","date_gmt":"2021-06-24T02:28:46","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=3028"},"modified":"2021-06-24T14:05:28","modified_gmt":"2021-06-24T04:05:28","slug":"positioning-statements-is-yours-meaningful-or-meaningless","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/positioning-statements-is-yours-meaningful-or-meaningless\/","title":{"rendered":"Positioning Statements. Is Yours Meaningful or Meaningless?"},"content":{"rendered":"<p><em>By David Kidd, BPR<\/em><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1431\" src=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/03\/DK.jpg?resize=126%2C127\" alt=\"\" width=\"126\" height=\"127\" srcset=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/03\/DK.jpg?w=298 298w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/03\/DK.jpg?resize=150%2C150 150w\" sizes=\"auto, (max-width: 126px) 100vw, 126px\" \/><\/p>\n<p>A positioning statement or brand message provides the words that help listeners understand a radio station\u2019s value proposition\u2026.. <em>(City\u2019s)\u00a0 #1 Hit Music Station, Rock\u2019s Greatest Hits, Feel Good, Better Music and More of It<\/em>. It articulates\u00a0the brand promise. Brand messages tell a story that gets listeners excited about what you\u2019re offering. In the battle for listeners\u2019 minds, clearly defined positioning is vital.<\/p>\n<p>Persuasive brand messages are always brief and convey critical aspects of a station\u2019s product offering. They often oversimplify concepts that, in reality, may be complex. This oversimplification is a good thing because the\u00a0goal of a brand is to be noticed, remembered and desired. In an over-communicated world, the only way to get inside the minds of the listeners is to whittle away at your message until it comes to a sharp point.<\/p>\n<p>Is your station\u2019s positioner a compact statement that declares why the brand matters, what it stands for and how it is stands apart from its competitors? A core brand message communicates the values and\u00a0<a href=\"https:\/\/hingemarketing.com\/blog\/story\/find-your-differentiator-21-ways-to-gain-a-competitive-advantage-for-your-f\" target=\"_blank\" rel=\"noopener noreferrer\">key differentiators<\/a>\u00a0that define the brand. And above all else, it makes people in the station\u2019s target audience sit up and take notice.<\/p>\n<p>Critically,\u00a0a positioning statement must be relevant to the audience.<\/p>\n<p>Are you unsure if you\u2019ve got your messaging right? Check your brand messages against the following criteria:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><em>Does your core brand message offer anything different from your competitors?<\/em><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><em>Are your messages simple, easy to understand and compelling?<\/em><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><em>Do your messages reflect reality? Brand messages must be based in reality to be believed. A little aspiration is ok, as long as the claim is plausible.<\/em><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><em>Do your messages resonate with your target audience? <\/em><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><em>D<\/em><em>o they say anything interesting?<\/em><\/li>\n<\/ul>\n<p><em>\u00a0<\/em><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By David Kidd, BPR A positioning statement or brand message provides the words that help [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3024,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3028","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"acf":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/pexels-izabella-bed%C5%91-988952-scaled.jpg?fit=2560%2C1714","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/3028","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/comments?post=3028"}],"version-history":[{"count":3,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/3028\/revisions"}],"predecessor-version":[{"id":3044,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/3028\/revisions\/3044"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media\/3024"}],"wp:attachment":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media?parent=3028"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/categories?post=3028"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/tags?post=3028"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}