Positioning Statement
Craft clear, compelling statements that communicate your unique position
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Section 4 of 5What is a Positioning Statement?
A positioning statement is an internal document that defines your target market, category, unique value, and differentiation. It's not a tagline—it's a strategic tool that guides all marketing decisions.
⚠️ Common Mistake
Positioning statements are NOT taglines or slogans. They're strategic documents for internal alignment, not customer-facing copy.
Key Components
🎯 Target
Who is this for? Be specific.
📂 Category
What type of product is this?
💎 Benefit
What value do you deliver?
⚡ Differentiator
Why you over alternatives?
📋 Statement Templates
Template:
For [target] who [need], [product] is a [category] that [benefit]. Unlike [alternatives], [product] [differentiator].
Example:
For busy professionals who need quick meals, HelloFresh is a meal kit delivery service that provides pre-portioned ingredients. Unlike grocery shopping, HelloFresh eliminates planning and prep time.
✍️ Positioning Statement Builder
Key Takeaways
- •Positioning statements are internal strategic tools, not customer-facing taglines.
- •Include target market, category, key benefit, and differentiation.
- •Use templates as starting points, then refine for your specific context.