Business Knowledge

Brand Positioning Strategy

Crafting Your Positioning Statement

Use this template to define your brand’s unique place in the market. Fill in the blanks.

FOR: [Your specific target audience]

  • Who are you talking to? Be precise! Not “everyone.”

BRAND: [Your brand name]

IS THE: [The category you compete in]

  • What business are you really in? e.g., “The coffee shop,” “The productivity software.”

THAT: [Your single most compelling point of difference]

  • What is the unique benefit you provide? e.g., “delivers the freshest coffee,” “organizes your life in minutes.”

BECAUSE: [The top 1-2 reasons people should believe you]

  • What’s your proof? e.g., “we roast our beans daily,” “our intuitive drag-and-drop interface.”

Pitfalls to Avoid

  • Being Too Vague: “We are a high-quality solution for everyone.” This is meaningless.
  • Making Empty Promises: Don’t claim a point of difference you can’t actually deliver.
  • Trying to Be Everything: A strong position requires making choices and trade-offs. You can’t be the cheapest and the most premium.