What is a positioning statement? Examples, template + tips

A positioning statement is far more than a fancy phrase; it’s the cornerstone of your brand identity. After all, it tells your teams what your product is, who it’s for, and how it benefits your customers.

A well-crafted positioning statement even has the power to shape how customers think about your business and influence their buying decisions. Let’s find out what goes into a positioning statement, why your business needs one, and how to write one that packs a punch.

More in this guide:

• Why do you need a business positioning statement?
• What are the 4 key components of a positioning statement?
• How to write a positioning statement
• Positioning statement template
• 18 positioning statement examples
• Frequently asked questions
• Write your own positioning statement with Zendesk

Why do you need a business positioning statement?

A business positioning statement helps you carve out your own unique place in the market by describing your target audience and how you want the market to perceive your brand, showing your product-market fit. There are three main reasons why you need a positioning statement:

1. It helps you see your competition clearly. By identifying who your competitors are and how you differ from them, you can spot opportunities and focus on what makes your product or service stand out. It also helps you think about how best to connect with potential customers.
2. It helps you identify your target customer. While it’s tempting to think everyone will want your product, some will need it more than others. By thinking about different customer segments, you can define your target audience so you market your offering to the right people.
3. It helps you focus. If you try to be everything to everyone, you’ll end up not meaning much to anyone. Understanding your core aims is critical. Plus, it helps you prioritise tasks and think creatively about what you want your business to achieve.

You can think of a positioning statement as your brand’s secret sauce—the specific flavour that makes you stand out in a crowded marketplace. Needless to say, setting your business apart has huge benefits.

For example, according to Inkbot, well-differentiated brands enjoy 20-30 per cent higher customer retention. Even better, customers are willing to pay 15-25 per cent more for brands they perceive as meaningfully different.

Positioning statement vs mission statement vs value proposition

Position statements are sometimes confused with mission statements and value propositions, but there are a few key differences:

1. Positioning statement: this describes your product and target consumer, helping keep your marketing in line with your brand and value proposition. It’s an internal tool to help your teams appeal to the right people—a positioning statement answers “what” your business offers.
2. Mission statement: this describes the purpose of your business and guides everything you do. It’s a public-facing tagline or statement that outlines your brand strategy. A mission statement answers “why” your business exists.
3. Value proposition: this sets out the benefits customers can derive from your product or service. It’s often used as part of the positioning statement. A value proposition answers “why” a customer should buy your product.

What are the 4 key components of a positioning statement?

A positioning statement shows your products or services in a way that highlights their unique value to your audience and what sets them apart from competitors. There are four key components to a positioning statement:

1. Target audience: this is the “who” of your positioning statement. It describes your ideal customer, including their attitudes and demographics, to help tailor your message to the right people.
2. Frame of reference (FOR): this is the category that your business competes in. It provides context and relevance by clarifying where your product or service fits in the market.
3. Point of difference (POD): this is what sets you apart from your competitors, i.e. what makes you special. It’s the most compelling and motivating benefit you offer and addresses customer pain points.
4. Reason to believe: this is the most convincing proof that your brand delivers what it promises. It’s the evidence that backs up your claims and builds trust with your audience.

These four elements ensure you clearly define who you’re targeting, what category you’re in, what makes you unique, and why customers should believe in your brand. This clarity also helps align your internal teams, and you can even use it to communicate your brand’s value proposition externally.

How to write a positioning statement

Here are a few tips and methods for writing a good positioning statement.

Start with inspiration

Look to other companies as a starting point. Although you shouldn’t copy their messaging, looking at other brands can help spark ideas for how you might want to frame your own statement.

Lead with empathy

Put yourself in your customers’ shoes. Try to understand their problems and their perspective when crafting your statement. And always remember that customers want brands to be empathetic.

Know your audience

Understanding your customers is essential. If you’re not sure what your customers need, sending out customer surveys and analysing support data is a good place to start.

Keep it concise

The best positioning statements get across a lot of information in just a few words. Aim to keep your statement as short and concise as possible whilst still including everything you want to say.

Reflect your brand values

Include a taste of your company’s values beyond just your products and services. For example, many customers prefer to buy from companies that are socially responsible and champion diversity, equality, and inclusion.

Be transparent

Honesty is key. Don’t make promises you can’t keep, as this will only frustrate customers down the line and lead to negative customer experiences. Prioritise authenticity over making a statement.

Create a vision board

If you’re struggling with writer’s block and staring at a blank page, starting with something visual can be a big help. Try to collect and arrange images that represent your brand and what your business aims to achieve.

Make it memorable

Many positioning statements can end up sounding similar, so try to add something fresh to help your teams remember it. Keep it relevant to your brand and make sure it’s authentic because people can tell if it’s forced.

Stay true to core values

Your positioning statement should reflect what your business is about. It’s no use advertising anything that’s not part of your brand. Customers will figure it out eventually, and it will only harm any trust you’ve already built with them.

Include your brand offering

Remember to state clearly who your company serves and how you serve them. It’s easy to get side-tracked or caught up in complicated value propositions, so always double-check you’re covering the basics.

Differentiate from competitors

Emphasise your brand’s distinctive qualities and what sets it apart from everyone else. Try to include what makes your products and services unique and ultimately why people should use them over other options.

Keep it simple

Your statement should be easy to understand for all your employees. A positioning statement that nobody can make heads or tails of is no use. Keep it clear and avoid complicated words and lengthy sentences.

Get feedback

Ask colleagues for their thoughts on what you’ve drafted. Make sure they come away with the idea you intended. Then fine-tune and adjust until you’ve found the perfect wording.

Positioning statement template

Once you’re ready to write your own statement, you might want to think about using a template. A classic template for a marketing positioning statement example goes like this:

“For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit). Unlike (primary competitive alternative), our product (statement of primary differentiation).”

But if you want something a little more in-depth, there are plenty more resources out there to help guide you—including our free positioning statement template.

Our positioning statement template gives you two different formats for your message, depending on your goals. Download this sample position statement now to start writing your company’s positioning statement today—and enjoy more aligned messaging strategy tomorrow.

18 brand positioning examples

Whether you’ve already got some great ideas or you’re struggling for inspiration, we can all learn from others. Here are some top-notch positioning statement examples from other companies that offer great jumping-off points for writing your own.

1. Zendesk

Brand positioning statement: “Zendesk is the champion of great service everywhere for everyone.”

The Zendesk positioning statement highlights its commitment to improving customer service universally, making it relevant across industries and audiences. It emphasises that our products and services can be used by anyone, anywhere, which aligns with our goal of being a versatile customer service solution.

Key points:

• Emphasises inclusivity and broad reach

• Positions the brand as a leader and “champion”

• Focuses on the universal need for great customer service

2. Coca-Cola

Brand positioning statement: “Coca-Cola is the authentic cola experience, offering moments of happiness and refreshment.”

Coca-Cola’s positioning statement connects the brand with positive emotions and timeless experiences. By emphasising authenticity, the brand reinforces its status as an iconic cola. The focus on happiness also ties into their brand messaging.

Key points:

• Links the product to positive, universal emotions

• Reinforces brand heritage and authenticity

• Simple yet powerful, focusing on core benefits

3. Apple

Brand positioning statement: “Apple offers the best personal computing experience to students, educators, creative professionals, and consumers around the world through its innovative hardware, software, and internet offerings.”

Apple’s statement covers a broad yet specific audience while focusing on innovation. It highlights the brand’s comprehensive ecosystem of products and services, catering to various customer needs. The use of “best’ also positions Apple as a premium choice in the market.

Key points:

• Focuses on innovation and premium quality

• Broad target audience, yet clearly defined

• Reinforces the company’s ecosystem approach

4. Nike

Brand positioning statement: “Nike brings inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”

Nike’s statement is inclusive and empowering, making everyone feel like a sportsperson. This broad appeal strengthens the brand’s identity as a leader in sportswear while reinforcing the emotional connection with customers using inspiration and innovation.

Key points:

• Inclusive and empowering messaging

• Strong emotional appeal

• Highlights innovation as a core value

5. Google

Brand positioning statement: “Google’s mission is to organise the world’s information and make it universally accessible and useful.”

Google’s positioning is clear and ambitious, reflecting its wide reach. It focuses on accessibility and usefulness, which are key to the company’s success. The simplicity of the statement mirrors the simplicity and effectiveness of Google’s products.

Key points:

• Clear, ambitious, and easy to understand

• Emphasises global reach and use

• Reflects the brand’s core mission and values

6. BMW

Brand positioning statement: “BMW is the ultimate driving machine.”

BMW’s positioning statement is short and powerful, letting the reader know that the brand is firmly focused on delivering a superior driving experience. It positions the brand as a leader in the automotive industry in performance and quality.

Key points:

• Simple, memorable, and impactful

• Strong emphasis on performance and quality

• Aligns with BMW’s brand image as a premium car manufacturer

7. Amazon

Brand positioning statement: “Amazon is the world’s most customer-centric company where customers can find and discover anything they might want to buy online.”

Amazon’s statement emphasises its customer-centric approach and huge product offering. It positions the company as the go-to for online shopping, reinforcing its dominance in the e-commerce space.

Key points:

• Focus on customer-centricity

• Highlights massive product range

• Emphasises Amazon’s market leadership in e-commerce

8. Spotify

Brand positioning statement: “Spotify is the best way to discover music and podcasts, with a library that caters to every taste.”

Spotify’s positioning statement appeals to music and podcast lovers by underlining its huge and diverse library. It positions Spotify as a personalised platform that caters to individual tastes, highlighting the brand’s strength in discovery and variety.

Key points:

• Focus on discovery and personalisation

• Emphasises diversity of content

• Appeals to a wide audience: anyone who likes music or podcasts

9. IKEA

Brand positioning statement: “IKEA offers well-designed, functional home furnishings at prices so low that as many people as possible will be able to afford them.”

IKEA’s statement really plays on affordability and design, positioning the brand as a provider of stylish, functional furniture that’s accessible to lots of people. This balance of quality and affordability is key to IKEA’s global success.

Key points:

• Strong focus on affordability and accessibility

• Emphasises design and functionality

• Broad target audience, appealing to budget-conscious consumers

10. Unilever

Brand positioning statement: “Unilever is committed to making sustainable living commonplace.”

Unilever’s positioning statement reflects its commitment to sustainability, which is becoming more and more important to consumers. It positions the brand as a leader in corporate responsibility and aligns with the growing demand for sustainable products.

Key points:

• Focus on sustainability and corporate responsibility

• Aligns with consumer values and trends

• Positions Unilever as a forward-thinking and responsible brand

11. Tesla

Brand positioning statement: “Tesla is accelerating the world’s transition to sustainable energy.”

Tesla’s statement is bold and visionary, in line with its innovative approach to clean energy. It positions the brand as a leader in the shift towards sustainability, appealing to environmentally conscious consumers. The use of the word “accelerating” also hints at its automotive focus.

Key points:

• Visionary and forward-thinking

• Strong focus on sustainability

• Positions Tesla as an industry leader in clean energy

12. Lego

Brand positioning statement: “Lego is the world’s most trusted and creative play experience, inspiring builders of tomorrow.”

Lego’s positioning statement highlights trust and creativity, key aspects of its brand. It appeals to both children and parents by focusing on the educational and inspirational value of its products, positioning the company as more than just a toy brand.

Key points:

• Emphasises creativity and trust

• Appeals to both children and parents

• Positions Lego as an educational and inspirational brand

13. Cadbury

Brand positioning statement: “Cadbury is the UK’s favourite chocolate, delivering moments of joy to everyone, every day.”

Cadbury’s statement plays on its strong brand recognition in the UK, emphasising its role in bringing daily joy to consumers. It appeals to the emotional connection people have with their favourite chocolate, reinforcing brand loyalty.

Key points:

• Strong emotional appeal

• Leverages brand recognition and heritage

• Focus on everyday enjoyment

14. John Lewis

Brand positioning statement: “John Lewis is committed to offering quality products, outstanding service, and fair prices, all backed by our ‘Never knowingly undersold’ promise.”

John Lewis’ statement emphasises quality, service, and value—key aspects that build trust with consumers. The inclusion of their well-known pricing promise reinforces their commitment to customer satisfaction and value.

Key points:

• Emphasises quality and customer service

• Reinforces commitment to fair pricing

• Builds trust and customer loyalty

15. Dyson

Brand positioning statement: “Dyson engineers products that work better and solve problems others ignore.”

Dyson’s statement focuses on innovation and problem-solving, which are two of the brand’s main traits. It positions the company as a leader in engineering and technology, appealing to consumers who value performance and cutting-edge design.

Key points:

• Focus on innovation and problem-solving

• Appeals to consumers looking for performance and quality

• Positions Dyson as a leader in technology and design

16. Burberry

Brand positioning statement: “Burberry is a luxury brand rooted in British heritage, offering iconic, timeless fashion.”

Burberry’s statement emphasises its British history and timelessness, which are central to its brand identity. It positions the brand as a leader in luxury fashion, engaging consumers who value tradition and quality.

Key points:

• Emphasis on heritage and tradition

• Positions Burberry as a luxury brand

• Appeals to consumers who value timeless style

17. British Airways

Brand positioning statement: “British Airways is the UK’s most trusted and prestigious airline, delivering exceptional service and safety to travellers around the world.”

British Airways’ statement highlights trust, prestige, and luxury service—key factors that build customer confidence. It positions the airline as a top choice for travellers who want a reliable and high-quality flying experience.

Key points:

• Emphasises trust and prestige

• Focus on exceptional service and safety

• Reinforces British Airways as a premium choice

18. Marks & Spencer

Brand positioning statement: “Marks & Spencer delivers stylish, high-quality, great-value products to consumers who seek quality and sustainability in everything they buy.”

Marks & Spencer’s statement emphasises the brand’s focus on quality, style, and affordability, appealing to consumers who are both fashion-conscious and value-driven. By highlighting sustainability, M&S also aligns with the growing consumer demand for ethical and responsible shopping.

Key points:

• Emphasis on quality, style, and affordability

• Appeals to fashion-conscious and value-driven consumers

• Highlights commitment to sustainability and ethical practices

Frequently asked questions

Write your own positioning statement with Zendesk

A well-crafted positioning statement can help your business clearly define its unique selling proposition (USP). By putting into words what sets your brand apart, you can guide marketing efforts, ensure consistency with your message, and create deeper connections with your target audience.

If you’re ready to create your own positioning statement, try out our template to help you get started. Remember, it’s all about capturing your brand identity and writing something that truly reflects your unique strengths.