Writing a Positioning Statement – Everything You Need to Know

Every brand, no matter how big or small, will have a positioning statement. If it doesn’t, it needs one.

Positioning Statements are brief descriptions of a product/service and how it fulfils the needs of the target market. This statement isn’t necessarily created for the consumer, but for internal usage. It can be used to inform brand management, business decisions and creative assets.

A good positioning statement should, as the name suggests, position the brand, especially in relation to competitor brands. Great awareness of the market category and competition within is vital to the crafting of an impeccable positioning statement.

Positioning Statements vs Taglines

These two often get confused, and it’s easy to see why.

Positioning statements are a few sentences describing a brand and why it is the best. Taglines are a few words describing a brand and why it’s the best. Similar, right?

The differences don’t just lie in length, but application. Taglines are the notorious phrases plastered on print advertising or sung in TV adverts. They get stuck in your head and refuse to leave. They are a marketing tool used to aid brand awareness and get you humming.

But positioning statements aren’t for general viewing; you may stumble across one on an ‘about’ webpage, but they are usually kept for internal usage. Company staff will be well aware of the statement while you may not even know it exists. Positioning statements aren’t for marketing your brand, instead they inform how the brand is marketed and to whom.

Why are Positioning Statements Important?

A strong brand is vital to business. A company needs to know what sets it apart and make it unique; what it offers that no one else does; who it can help; and what pain points it can target.

A positioning statement isn’t an elevator pitch for your company. Instead it acts as instruction on how to market your brand. Say goodbye to the days of misinterpretation of your brand and say hello to newfound appreciation of your product/service. In just a few lines a brand can sum up its mission and unique selling points, setting it ahead of the competition and fashioning an individual identity.

Use your positioning statement to inform decisions about your brand now and in the future, ensuring brand values sustain growth and expansion.

How to Write a Positioning Statement

What do you Need to Write a Positioning Statement?

Before crafting the perfect statement, there are certain things you need to know. Your brand needs to be rock solid. If you can’t manage to write a few sentences that sum up what your brand delivers and to whom, you need to go back to the drawing board.

These are the four ingredients you need to make the perfect positioning statement:

• Target Market – who are you trying to attract? What are their needs or pain points?
• Category – what is your sector? Who are your biggest competitors? Why is your company better?
• Brand Promise – what can you offer that no one else can? What is your unique product/service? What benefits do you offer for consumers?
• Evidence – how can you prove these claims? How do you show you can deliver on your promise?

Positioning Statement Template

With your four ingredients in hand, writing a positioning statement becomes a simple task. Simply add in the ingredients at the right time and voilà(!) you have a flawless positioning statement.

For [target market] who [demonstrate needs of target market], [brand name] provides[main benefit that sets you apart in category] because [evidence you deliver on promise]. 

The above is a textbook demonstration. Slot in the information then edit to your heart’s desire. If you want to switch it up, perhaps more in keeping with your brand, feel free. You may even want to call out your competition (unlike [competitor brand], we [brand promise unique to you]). As long as you include your four ingredients, your statement will do its job.

Positioning Statement Examples

But don’t just take our word for it. Look at positioning statements from some of the biggest companies in the world. You’ll quickly spot the trend…

Amazon:

For consumers who want to purchase a wide range of products online with quick delivery, Amazon provides a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer obsession, passion for innovation, and commitment to operational excellence.

Nike:

For athletes in need of high-quality, fashionable athletic wear, Nike provides customers with top-performing sports apparel and shoes made of the highest quality materials. Its products are the most advanced in the athletic apparel industry because of Nike’s commitment to innovation and investment in the latest technologies.

Apple:

For individuals who want the best personal computer or mobile device, Apple leads the technology industry with the most innovative products. Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet.

McDonalds:

For individuals looking for a quick service restaurant with an exceptional customer experience, McDonald’s is a leader in the fast food industry, with its friendly service and consistency across thousands of convenient locations. McDonald’s’ dedication to improving operations and customer satisfaction sets it apart from other fast food restaurants

Positioning Statement Top Tips

Keep it simple: avoid jargon and unknown terms. A positioning statement should be clear and direct, so don’t get bogged down in the complicated stuff.

Keep it short: a few sentences will do. Save the longwinded origin story for your ‘about’ page.

Prepare: do your homework before you release your positioning statement. You don’t want to underplay your unique selling point because you overlooked the competition.

Don’t be afraid: if you believe your company offers something no one else does, say it! Consumers and employees alike may not appreciate what sets you apart from the competition, so tell them. Your positioning statement is your asset.