How to Write A Customer-Winning Positioning Statement

Written by Katie Harris | Template created by Rebecca Tilley

Tags: positioning, positioning statements, brand management, branding, how to write a positioning statement, positioning statement template

In today’s day in age it seems as if every product or service has some kind of competition. Because of this it is of increasing importance for companies to establish a brand identity and personality. Consumers know they have many choices and have the means to research different alternatives. With many different alternatives on the market consumers are looking to support companies and brands that have similar goals and values as them. Having a strong positioning statement can clearly explain to consumers who your brand is and how it is different than every other brand on the market.

But what exactly does this process look like? This article will explain positioning statements and how they can benefit a company or organization. A positioning statement template will be provided to help you learn how to write a positioning statement. Ifbranding is a goal for your business keep on reading to learn some valuable information.

What Is A Positioning Statement?

To understand how to write a winning positioning statement one must first understand what a positioning statement is. Positioning statements can be easily confused for mission and vision statements. While they all have similar elements, they do also have some crucial differences.

Positioning statement (HOW) – Over time the idea and definition of a positioning statement has evolved. The original definition of positioning a brand was the place – or position – in the consumers’ mind the brand wanted to own. But with today’s consumers being well informed and having the ability to research multiple brands easily, positioning statements must entail more than just a desired occupation in the consumers’ mind.

Positioning a brand is the process of emphasizing that brand’s distinctive and motivating attributes, keeping in mind the organization’s competitors.[1] Why keep in mind the competition? This is because brands should understand where their competitors are trying to position themselves. Doing so allows a company to find areas of opportunity and focus on how they can differentiate from the competition. It also gives an organization a chance to see what is working for other companies.

Using positioning for this kind of brand management has to be much more strategic than positioning the brand to be “the best” at whatever they do. Positioning statements need to go deeper into the brand personality. They should be credible, have some kind of significance to the audience, and of course, differentiate the brand from competitors. The positioning statement should tie the brand itself to a functional and emotional appeal, referring to relevant problems and important benefits of the target audience.

Mission Statement (WHY) – Mission statements are exactly as they sound. They state the organization’s mission and why they are conducting business. Similar to positioning statements, mission statements need to be much more strategic than saying, “Our mission is to make millions of dollars”. Yes, this does state why the organization is in business. However, no consumer is going to back that brand and its mission to make millions of dollars.

Customers understand that people go into business to make money. That’s just the function of business. Like positioning statements, mission statements should tie to an emotional or functional appeal and show that organizations have a higher purpose for conducting business.

Vision statement (WHAT or WHERE) – The terms vision and positioning statements are quite often confused with each other. Vision statements share the ideal place or position an organization wants to occupy in the consumers’ mind.

The original definition of positioning was indeed the same as a vision statement. Though, today positioning statements involve more tactics and state how the organization is going to achieve its goals. On the other hand, vision statements share what or where a company hopes to be in the future.

If you’re reading about a company and they state, “We want to make the world’s best skate shoe” or “We strive to be the first choice of moms”, that is most likely their vision statement.

Benefits to Organizations Using Positioning Statements

Positioning statements really help an organization with their brand management and branding efforts. Not only do they communicate to consumers who the brand is and how it differs from others, but positioning statements also establish a clear and cohesive focus for the organization itself. Having a clear and cohesive focus allows the company to target potential employees and customers who more closely align to the organization as a brand.

On top of that, positioning statements give organizations room for growth. Remember the original definition of positioning, the desired place an organization wants to take in the consumers’ mind. Positioning statements share a company’s aspirations and goals, giving the organization itself something to strive for and achieve. When used correctly positioning statements can facilitate and be a source of inspiration, motivation, and drive.

This kind of positioning is vital to brand management because it takes the basic tangible aspects of the product and builds the intangibles in the form of an image in people’s minds. [2]

How to Write an Effective Positioning Statement

Now it’s time to put all this information to use! Use our positioning statement template below to write a positioning statement for your company or organization. We have included some words and phrases to get you thinking about your target market and the unique benefit your company or organization offers.

Simply just click and start crafting your positioning statement. Keep in mind the information gained from this post on what a positioning statement is and how it can assist with branding efforts. If you find this post and tool to be useful, pass it along to your colleagues or friends so they can learn how to write a winningpositioning statement!

Tips For Creating Your Positioning Statement

Now that you have the template, you can begin to plug in the details of your business. Keep the following tips in mind while creating your positioning statement: less is more. It is important to make the statement unique and memorable but also brief, clear and simple. It needs to communicate the business’ core values while also differentiating yourself from you competitors in a minimal amount of words.


[1]  Kapferer (1992) - Walker, Julie L.G. “Mission Statement Creation and
Dissemination in Service Organizations: Reaching All Employees to Provide
Unified Organizational Direction.” Cornerstone, Minnesota State
University Mankato, Jan. 2021, cornerstone.lib.mnsu.edu/cgi/viewcontent.cgi?article=1064&context=ctamj.
[2] Temporal (2002)- Walker, Julie L.G. “Mission Statement Creation
and Dissemination in Service Organizations: Reaching All Employees to Provide
Unified Organizational Direction.” Cornerstone, Minnesota State University
Mankato, Jan. 2021,
cornerstone.lib.mnsu.edu/cgi/viewcontent.cgi?article=1064&context=ctamj.

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