You've learned the three positioning strategies. Now let's build your actual positioning statement using a proven template that top brands use.

A positioning statement is your brand's GPS coordinates - it tells everyone exactly where you sit in the market and why that matters.

Engagement Message

Which of the three positioning strategies feels like the best starting point for your brand?

Here's the classic positioning statement template that works for any brand:

"For [target audience] who [need/problem], [brand] is the [category] that [key differentiator] because [reason to believe]."

This template forces you to define every critical element of your position clearly.

Engagement Message

Which part of this template do you think is most challenging to nail down?

Let's break down each component. The target audience should be specific enough that you can picture them. Not "small businesses" but "overwhelmed restaurant owners with 2-10 locations."

The more specific you get, the more powerfully your positioning resonates with the right people.

Engagement Message

How could you make your target audience description more vivid and specific?

The category defines your competitive set - what you're competing against. Tesla chose "electric vehicle company" not "car company" to create a new category they could lead.

Smart category choice lets you be first somewhere instead of fighting for second place elsewhere.

Engagement Message

What category could you potentially lead instead of following in?

Your key differentiator must be something competitors can't easily copy or claim. Volvo owns "safety" through decades of innovation and testing - not just marketing claims.

Your differentiator should pass the "prove it" test with tangible evidence or unique capabilities.

Engagement Message

What differentiator could you actually prove with evidence?

The "reason to believe" provides credibility for your differentiator. It answers "why should I believe you?" with concrete proof points.

FedEx doesn't just claim overnight delivery - they back it with "absolutely, positively overnight" and a dedicated overnight network that competitors can't match.

Engagement Message

What proof point makes your differentiator believable?

Here's Tesla's complete positioning: "For environmentally conscious car buyers who don't want to compromise on performance, Tesla is the electric vehicle company that makes faster, more efficient cars because of our advanced battery and software technology."

Notice how each element builds on the others to create an unassailable market position.

Engagement Message

Which element in Tesla's statement do you find most compelling?

Type

Fill In The Blanks

Markdown With Blanks

Let's practice with Volvo's positioning statement. Fill in the template components:

"For [[blank:safety-conscious parents]] who want [[blank:maximum safety]] for their families, Volvo is the [[blank:car manufacturer]] that builds the [[blank:safest cars]] because of [[blank:90+ years of safety innovation]]."

Each blank represents a key template element.

Suggested Answers

• safety-conscious parents
• maximum safety
• car manufacturer
• safest cars
• 90+ years of safety innovation