Let’s say you’re writing a positioning statement for a Basic Savings account. For example, you might have a positioning statement for your auto loans, share certificates, or HSA accounts. Product positioning statements help you differentiate and distinguish the many unique options you have to offer. Unlike a brand positioning statement, this does not encompass your entire company focus and strategy, but rather speaks to more specific needs of your members. What is a product positioning statement?ĭepending on how you are organizing your product pages, you may want to include a product positioning statement as well. Unlike the big banks, we understand the needs of our community and give you one-on-one financial counseling.Ī positioning statement doesn’t need to look exactly like this template, but it should include the three points mentioned above, in some form or another. Let’s apply this template to a fictional credit union, “Three Cities FCU”:įor folks in the tri-city area, Three Cities FCU can help you plan a secure financial future. You might consider a simple template like this one to get you started:įor, helps members. Once you understand benefits, you can start writing your statement. You can read a little more about this in our post that breaks down benefits. In marketing speak, benefits refer to problems that your products or brand solve for others. To get yourself in the right headspace to produce a positioning statement, you need to first think about the benefits you bring to your members. How do you write a positioning statement? Specifically, a positioning statement reveals three things:Įach of these elements is essential for a true positioning statement. You might find one in a short paragraph, a sentence, or even divided up into pieces on a web page. We’ll also discuss the elements that are most likely to produce an effective positioning statement that leads to more loans, members, and deposits.Ī positioning statement is a statement that explains key aspects of your brand or products. In this post, we’ll discuss how you can write a positioning statement, both for your overall credit union brand and your specific products. If you can capture your credit union brand in a simple statement, than that clarity will help your best customers recognize you as something they need-which will lead to more conversions and greater membership growth. Most credit unions struggle to position their brands. Dave Power, CEO of Perkins School for the Blind, and professor of business at Harvard Extension School, calls the positioning statement, “the most critical element of company strategy.” It’s quite the assertion, but nailing your positioning statement really can help you connect with your potential members in a way that nothing else can.