Sales12 Examples of Positioning Statements & Craft Your...

12 Examples of Positioning Statements & Craft Your Personal


Image this: You are getting ready to launch your new product. You have spent numerous hours, days, weeks, months, even years figuring out what units the product aside from the competitors and growing your model id.

However how will you guarantee your advertising and marketing efforts are aligned with the model?

The reply? Positioning.

Your positioning impacts all facets of your branding and the way your market sees you. It influences all the pieces your corporation presents and shares about your product and model together with your target market. Your inside groups profit significantly from efficient positioning, too — it helps gross sales reps, entrepreneurs, and repair and assist groups create extra pleasant and on-brand experiences for purchasers.

When shoppers go to your organization web site, view an advert, or take a look at your Twitter web page, every bit of content material ought to talk the enterprise’ core values and model and a positioning assertion helps you do precisely that.

Free Resource: 10 Positioning Statement Templates [Download Now]

Positioning statements are inside instruments that assist entrepreneurs attraction to their purchaser personas in a related manner. They seem to be a must-have for any positioning technique as a result of they create a transparent imaginative and prescient on your model.

Having a transparent and concise positioning assertion is necessary as a result of it offers potential shoppers the flexibility to know your corporation at first look. Patrons wish to know the way your product and goal differentiate you from the remainder of the market, with out shopping for the product first.

What’s the goal of a positioning assertion?

The aim of a positioning assertion is to convey a model’s worth proposition to its perfect prospects. It additionally frames the model’s id, goal, and distinguishing options throughout the context of the client’s expertise.

To craft your positioning assertion, you will must get crystal clear on a couple of key aspects of your corporation:

  • Who you serve
  • What worth you supply
  • The way you place your supply
  • Why you are in enterprise
  • What makes you totally different from the competitors

Subsequent, let’s discuss how a positioning assertion differs from another frequent guiding rules in a enterprise’ advertising and marketing technique.

(Should you’re interested by what the “how” seems like, right here it’s.)

In contrast to a mission assertion, a positioning assertion shouldn’t be public-facing. At its core, your corporation’s positioning assertion summarizes the worth that your model, merchandise, and companies deliver to the goal market.

A positioning assertion is broader and it’s created after you’ve got developed your corporation’ worth proposition. It additionally identifies the first buyer advantages — why somebody wants your services or products.

Now that you just perceive the variations amongst some frequent enterprise and advertising and marketing parts, listed below are the core parts of strategic advertising and marketing positioning that you will must know.

The Core Parts of Strategic Market Positioning

As talked about earlier within the article, if you wish to craft your positioning assertion, you need to first have an excellent understanding of your positioning as an entire. This contains defining the next core parts:

  • Goal market
  • Market class
  • Buyer pains
  • Model promise
  • Model id and values

Goal Viewers

Your target market is the “who” facet of your positioning. Merely outlined, it is the group of shoppers you are concentrating on together with your product or companies.

They are saying that “the riches are within the niches,” which comes all the way down to the concept that, even when anybody can use your services or products, you must nonetheless be concentrating on particular patrons to keep up the integrity and differentiation inside your model.

Among the best methods to outline a strong target market is by making a purchaser persona — often known as your perfect buyer.

Product Positioning

Product positioning ought to lead with the product’s advantages slightly than its options. A wise manner to do that is to think about your buyer’s life earlier than and after utilizing your resolution. Then, inform the story of what occurs to them after they make that call — that’s the profit you’ll embody in your product positioning.

Market Class

A market contains patrons and sellers. A class defines a particular phase of that market. Market classes could be as broad as “grocery retailer” and as area of interest as “vegetarian well being meals retailer.” Market classes normally begin out broad and get extra area of interest as the companies occupying that market develop their product and repair choices to the shoppers available in the market.

Whether or not your market class is developed otherwise you’re a part of an rising or area of interest market, you will must outline who the patrons are within the area, the place they’re looking for items and companies, and who presently has their consideration. You may wish to outline what your competitors provides and how one can place your model aside from these rivals.

Buyer Pains

Buyer pains are the issues or points your target market is experiencing that could possibly be solved with services or products out there in your market class. Your services or products ought to intention to handle buyer pains and supply an answer.

Model Promise

Your model promise is in the end what the target market or purchaser persona stands to realize from utilizing your services or products. It is what success seems prefer to them if their ache or downside is resolved.

Model Identification

Model id is the persona of your corporation and contains each seen elements (reminiscent of emblem design) and invisible ones (reminiscent of values or voice). Model id is one facet of strategic market positioning that may set you aside from rivals and allow you to achieve recognition out of your target market.


Values information how your corporation makes choices throughout the context of your model. They create the tradition of your group and go away a good impression in your target market. They’re the intangible strategies with which you execute your mission and imaginative and prescient.

Upon getting a strong understanding of those core parts, you’ll be able to start crafting the positioning assertion.

Professional Tip: Earlier than you get began writing your positioning assertion, be sure to’ve developed your corporation’ worth proposition. You may wish to establish your target market and their ache factors earlier than describing how your services or products could be the very best resolution for these challenges.

When writing and evaluating your positioning assertion, preserve the next ideas in thoughts:

1. Create a imaginative and prescient board.

Positioning statements are written paperwork. Since they don’t embody pictures, video, or different visuals, it may be difficult to speak what your corporation is, who it serves, and why that issues in just some sentences.

To bypass the preliminary clean web page syndrome, create a imaginative and prescient board as a substitute. This works as a result of, in a current examine, researchers at Columbia College discovered that emotional response is linked to the visible traits of a picture. To leverage this response, search for pictures that symbolize your buyer within the setting the place they want your services or products probably the most. Discover the feelings within the pictures, who’s round your perfect buyer within the picture, and what they’re doing within the picture to unravel the issue.


create a vision board for your positioning statement

Picture Supply

Making a imaginative and prescient board that represents your target market after they want your product probably the most might help make your positioning assertion come to life.

2. Make it temporary.

Your model’s positioning assertion must be concise and to the purpose. Intention for not more than three to 5 sentences, if potential.

The wordier that your assertion will get, the much less factual it turns into. It then dangers turning into extra aspirational than what your corporation is, with extra parts which might be extra inflated than grounded in fact.

3. Make it distinctive and memorable.

This assertion must be distinctive to your organization and the issues you intention to unravel. When crafting your positioning assertion, you should definitely emphasize the distinctive qualities of your model.

Patrons ought to be capable to see the particular worth that your corporation can present or clear up for. Many markets are already saturated with services or products which might be much like your providing, your assertion ought to be capable to seize their consideration towards the noise.

4. Stay true to your corporation’ core values.

The positioning assertion isn’t the time to get fancy and pitch a unique approach for the enterprise. Your model’s positioning assertion ought to precisely replicate the core values of your corporation.

Clear core values in your positioning assertion additionally sends messages to your inside crew. It helps new workers with higher alignment. Along with letting shoppers know your stances, it helps current crew members keep heading in the right direction and proceed to ship in your model’s guarantees.

5. Embrace what the model delivers to shoppers.

Your model providing is a crucial a part of your positioning assertion. It’s the primary cause that prospects are looking for you out, so when crafting your individual, it’s good to cowl these two bases:

  • Who does your organization serve?
  • How does your organization serve this group?

Succinctly state who your buyer is and the way you’ll assist them in your positioning assertion.

6. Differentiate your corporation from the competitors.

An efficient positioning assertion ought to articulate what differentiates a model from its competitors. Spotlight your organization’s distinctive qualities and the way these qualities assist serve your prospects, you’ll be able to even take into account a area of interest advertising and marketing technique.

Does your model have cause-related campaigns? Differentiate your model by highlighting your targets to provide again.

Does your model serve a beforehand underrepresented target market? Allow them to know clearly and proudly that you just fill that hole.

There are such a lot of alternative ways to face out towards the group, you simply need to survey your rivals and see the way you do it higher.

7. Maintain it easy.

In virtually any circumstance, your crew ought to be capable to align key enterprise choices together with your model’s positioning assertion attributable to its easy and easy-to-understand nature.

The extra difficult your assertion turns into, the much less convincing or partaking will probably be. Be sure that your corporation’ worth and providing is apparent as day and patrons will perceive and search to study extra about it of their purchaser’s journey.

8. Seek the advice of a colleague.

When you’ve written your positioning assertion, your eyes would possibly deceive you. After spending a number of hours perfecting each phrase, you’ll suppose what you’ve written is fantastic, when in actuality it’s stuffed with jargon, acronyms, and options that aren’t clear to somebody outdoors of your organization.

Simply because positioning statements aren’t public-facing doesn’t imply they shouldn’t be straightforward to know. Buyers, new hires, and exterior companies who work intently together with your companies might want to use this doc, too.

Professional Tip: To jargon-proof your positioning assertion, have a colleague who’s unrated to your corporation evaluate the assertion for you and provides suggestions. They’ll make significant observations that you’ll have ignored.


The template above can be utilized that will help you kind a positioning assertion on your startup or small enterprise. Add the main points of your goal market, firm, and the details that make your services or products stand out from rivals. You may also obtain 10 extra place assertion templates totally free under.

Positioning Statement Template

Obtain Now: 10 Free Positioning Assertion Prompts

Every enterprise is exclusive, and it is alright in case your assertion would not match the template precisely, however you should definitely embody the details under:

  • An outline of the goal market.
  • An outline of the goal market wants.
  • How your corporation will meet their wants.
  • What differentiates your services or products from the competitors.
  • Why shoppers in your goal market ought to imagine your model’s claims.

You would possibly want slightly extra inspiration earlier than taking pen to paper and creating your individual positioning assertion. Listed below are some examples to get your artistic juices flowing.

Positioning Assertion Examples

Since positioning statements are supposed to be saved from the general public eye, you’ll not often discover one floating across the web. Utilizing the template we shared earlier, we’ve crafted a couple of instance statements for recognizable manufacturers utilizing the knowledge we learn about them as shoppers (or workers!) Under are examples of positioning statements of well-known manufacturers to provide you a really feel for how one can create one for your corporation.

1. HubSpot

Positioning Statement Example: HubSpotHubSpot Positioning Assertion:

Since 2006, HubSpot has been on a mission to make the world extra inbound. As we speak, over 100,000 whole prospects in additional than 100 international locations use HubSpot’s award-winning software program, companies, and assist to rework the best way they entice, have interaction, and delight prospects. Composed of HubSpot’s CRM, Advertising and marketing Hub, Gross sales Hub, and Service Hub, HubSpot offers firms the instruments they should Develop Higher.

Why It Works:

With a clearly outlined mission and observe report that might seize the eye of prospects, HubSpot’s positioning assertion leads with its trustworthiness and number of merchandise to raised service companies trying to develop and scale for the longer term.

2. Coca-Cola

Positioning Statement Example: Coca Cola

Coca-Cola Positioning Assertion:

For people in search of high-quality drinks, Coca-Cola provides a variety of probably the most refreshing choices — every creates a constructive expertise for purchasers after they get pleasure from a Coca-Cola model drink. In contrast to different beverage choices, Coca-Cola merchandise encourage happiness and make a constructive distinction in prospects’ lives, and the model is extremely centered on the wants of shoppers and prospects.

Why It Works:

Whereas their product providing is actually drinks, Coca-Cola leads its positioning assertion with how a lot of a constructive expertise they wish to present its prospects. By interesting to prospect’s feelings, with an unlimited number of merchandise to select from, patrons can know they’re shopping for from an organization that desires to raised their lives — even with one thing as small as a chilly drink.

3. White Canine Distilling

Positioning Statement Example: White Dog Distilling

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White Canine Distilling Positioning Assertion:

White Canine Distilling was based in 2016 by the husband/spouse crew of Carlo and Alecia Catucci based mostly on ardour, spirit, and the journey from grain to glass. Bolstered by Carlo’s background in physics and Alecia’s culinary and product improvement expertise, they set forth with one purpose in thoughts: to supply high-quality distilled spirits that might attraction to each novice spirit drinkers and longtime aficionados alike.

Why It Works:

White Canine leads its positioning assertion with the top quality it delivers to prospects. Providing domestically sourced and sustainable elements attracts prospects in search of good worth versus worth, with scrumptious style, and making it accessible to those that aren’t effectively versed in spirits.

4. Alaska Airways

Positioning Statement Example:  Alaska Airlines

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Alaska Airways Positioning Assertion:

We’re creating an airline folks love. Every day, we’re guided by our core values of “personal security”, “do the correct factor”, “be kind-hearted”, “ship efficiency”, and “be outstanding at work and in our communities.” Alaska Airways additionally fosters a various and inclusive tradition and is an Equal Alternative Employer.

Why It Works:

Alaska Airways leads its positioning assertion with love and coronary heart. Prospects could be launched to the model feeling as if they’re greater than your typical transactions, however as a substitute as distinctive people who’re price delivering nice service and inclusive experiences to.

5. Natural Bathtub Co.

Positioning Statement Example: Organic Bath Co.

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Natural Bathtub Co. Positioning Assertion:

We’re creating an airline folks love. Every day, we’re guided by our core values of “personal security”, “do the correct factor”, “be kind-hearted”, “ship efficiency”, and “be outstanding at work and in our communities.”

Why It Works:

Natural Bathtub Co. has a superb positioning assertion that efficiently conveys its give attention to high quality elements, well being, and the worth of relaxation. Prospects could possibly be in search of a cleaning soap model that not solely is constructed from natural and protected elements, however encourages its prospects to indulge themselves within the stress-free expertise of utilizing its product line. 

6. Amazon

Positioning Statement Example: Amazon

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Amazon Positioning Assertion:

For shoppers who wish to buy a variety of merchandise on-line with fast supply, Amazon offers a one-stop on-line buying web site. Amazon units itself aside from different on-line retailers with its buyer obsession, ardour for innovation, and dedication to operational excellence.

Why It Works:

Amazon cuts straight to the chase in its positioning assertion, and that’s a giant testomony to its success. It clearly outlines that its retailer is the client’s one-stop store to search out all the pieces they want, to raised assist the client obtain their purpose.


Positioning Statement Example: IMPACT

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IMPACT’s Positioning Assertion:

At IMPACT, now we have revolutionized the best way inbound advertising and marketing is completed and taught to companies by reimagining the agency-client relationship by way of the ground-breaking rules of They Ask, You Reply.

As a substitute of making a cycle of dependency, whereby our purchasers are reliant upon us to maneuver the needle and get outcomes, we empower the entire firms we work with to take possession of their digital gross sales and advertising and marketing. As a substitute of fishing for you, we’ll “educate you how one can fish” and feast on outstanding outcomes for a lifetime.

With a variety of consulting companies — content material advertising and marketing, video gross sales and advertising and marketing, HubSpot, web site technique and design, and extra —learn how we might help you obtain unbelievable outcomes by turning into probably the most trusted voice in your area.

Why It Works:

IMPACT’s positioning assertion explains the way it goes towards the grain to raised serve its prospects available in the market, by eliminating the cycle of dependency. This method is exclusive and can entice many prospects to wish to study extra about its options.

8. Beautycounter

Positioning Statement Example: Beautycounter
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Beautycounter Positioning Assertion:

One after the other, we’re main a motion to a future the place all magnificence is clear magnificence. We’re powered by folks, and our collective mission is to get safer merchandise into the palms of everybody. Formulate, advocate, and educate—that’s our motto for creating merchandise that actually carry out whereas holding ourselves to unparalleled requirements of security. Why? It’s actually this straightforward: magnificence must be good for you.

Why It Works:

Versus different magnificence manufacturers that try to repair or excellent buyer’s complexions with out a lot give attention to elements, Beautycounter takes the distinctive stance that magnificence must be good for you past seems. The give attention to cleaner, safer elements will actually entice prospects trying to keep their complexions, as a substitute of briefly repair them.

9. Nike

Positioning Statement Example: Nike

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Nike Positioning Assertion:

For athletes in want of high-quality, modern athletic put on, Nike offers prospects with top-performing sports activities attire and footwear made from the best high quality supplies. Its merchandise are probably the most superior within the athletic attire business due to Nike’s dedication to innovation and funding within the newest applied sciences.

Why It Works:

Nike’s positioning assertion clearly outlines its vary of merchandise to raised serve athletes, and doesn;t use exclusionary language to outline what an athlete is. By doing so, those that get pleasure from hobbies and professionals alike can derive worth from its product line.

10. Thrive Market

Positioning Statement Example: Thrive Market
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Thrive Market Positioning Assertion:

Thrive Market is a web-based, membership-based market making the best high quality, wholesome and sustainable merchandise out there for each funds, way of life, and geography.

Why It Works:

Quick and to the purpose, Thrive Market let’s prospects know precisely what it has to supply in a single sentence. Prospects received’t need to guess what sort of product they will discover from it, and so they additionally know that their line have to be extraordinarily versatile, too.

11. Apple


Positioning Statement Example: Apple

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Apple Positioning Assertion:

For people who need the very best private pc or cellular machine, Apple leads the know-how business with probably the most revolutionary merchandise. Apple emphasizes technological analysis and development and takes an revolutionary method to enterprise finest practices — it considers the affect our merchandise and processes have on its prospects and the planet.

Why It Works:

Apple’s positioning assertion appeals to folks of all totally different backgrounds to count on high quality merchandise made with intent to innovate in a manner that helps folks and the setting. It even features prospects’ belief by emphasizing its business authority, making it much more profitable.

12. McDonald’s

Positioning Statement Example: McDonalds

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McDonald’s Positioning Assertion:

For people in search of a quick-service restaurant with an distinctive buyer expertise, McDonald’s is a frontrunner within the fast-food business, with its pleasant service and consistency throughout hundreds of handy areas. McDonald’s’ dedication to enhancing operations and buyer satisfaction units it aside from different fast-food eating places.

Why It Works:

McDonald’s doesn’t slender its target market, however as a substitute panders to people of all kinds in search of a quick and satisfying service. It additionally leads with its place as an business chief to realize belief from prospects.

Craft a Positioning Assertion for Your Enterprise

For people in search of a quick-service restaurant with an distinctive buyer expertise, McDonald’s is a frontrunner within the fast-food business, with its pleasant service and consistency throughout hundreds of handy areas. McDonald’s’ dedication to enhancing operations and buyer satisfaction units it aside from different fast-food eating places.

Editor’s notice: This submit was initially printed in August 2020 and has been up to date for comprehensiveness.

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