How To Write Your Positioning Statement

Image by Getty Images/Marianna Massey. Image by Getty Images/Marianna Massey

A positioning statement provides direction or focus to a business or organization. It is a no-nonsense statement of how your company is perceived in the minds of your target market. Develop your statement by following the steps below.

Difficulty: Average

Time Required: Two 1 hour sessions.

Here's How:

  1. Write down who your business is.
  2. Write down what business you are in.
  3. Think about and write down who your company serves. Who does your target market represent?
  1. Brainstorm and write down what it is that your target market needs.
  2. Make a list of your competitors.
  3. Write down and explain what makes your business different from your competitors.
  4. Make a list of the unique benefits that derive from your product or services.
  5. Use the above information and in the second session focus on refining it to the final statement.
  6. Publish the final statement shortly after the second session ends to prevent changes, additions, and more meetings.


  1. Use the first session to brainstorm each question.Use the second session to focus on refinement and agreement.
  2. Make sure your statement is clear and defensible.Keep in mind that a statement of position expresses how your company wishes to be perceived.
  3. Your statement should create clarity, consistency, and continuity to the target market that your organization serves.
  4. Keep output unfiltered, this will help in the final production of the statement.

    What You Need:

    • Pen or Pencil
    • Paper or Journal
    • Management Team
    • Concentration