Positioning is the process of creating a unique perception of your products, in the mind of the customer, as compared to your competition. A positioning statement is the best way to succinctly capture your perception strategy. It conveys the core target of the product, and how you want customers to view your brand. A positioning statement is not a tagline or slogan, which is crafted to generate sales. Rather, a tagline or slogan is derived from the positioning statement. Use one of the following formats to write your positioning statement.
V1: <Product / Service / Company / Person> is the one <your category> that provides <your target customer> with <your key benefit> because <reason to believe you can deliver the benefit>.
V2: For <your target> who wants / needs <reason to buy your product/service>, the <your product or service> is a <category> that provides <your key benefit>. Unlike <your main competitor>, the <your product/service> is <your key differentiator>.
Once written, present your statement to prospective customers and industry veterans. Does your positioning create a unique perception? Are you sufficiently different from the competition, in an impactful and meaningful way? It will probably take a few revisions to nail it.
