Graphic Design
Brand Positioning Statement Template: How to Write Yours
We write positioning statements with clients at the start of every branding project. This guide is for business owners who want to explain clearly why customers should choose them. It provides a simple template, shows how to fill it in and explains how to use it. Use it before you design or write anything new, so your brand says one clear thing.
What a brand positioning statement is
A positioning statement is one short paragraph that sums up who you serve and why you are different. It is an internal tool rather than a public slogan. Designers, writers and staff use it to keep marketing focused. A clear statement makes every later decision easier.
The statement answers four questions in one place. Who are your best customers? What do they need? What do you offer? Why should they choose you over the alternatives?
A good statement is specific enough to rule things out. If it describes any competitor equally well, it needs more work. Specific proof makes it believable.
Brand positioning statement template
The template below fits most small businesses. Fill in each part with specific, honest answers. Keep the finished statement to two or three sentences. Use the example as a guide to the level of detail.
| Part | Prompt | Example |
|---|---|---|
| Audience | For [your best customers] | For independent garages in Lancashire |
| Need | Who need [their main problem or goal] | Who need more booked jobs without more admin |
| Offer | We provide [your product or service] | We provide websites and booking tools built for garages |
| Difference | Unlike [the alternatives], we [what makes you different] | Unlike generic website builders, we set up booking, reminders and reviews in one system |
| Proof | Because [evidence] | Because we design, build and support every site in-house |
Read the finished statement aloud to check it flows. Remove vague words such as "quality" or "best" unless you can prove them. Ask a customer whether it describes why they chose you.
How to use your positioning statement
A positioning statement guides your marketing rather than appearing in it word for word. It keeps every message pointing in the same direction. Teams use it to check whether new ideas fit. Use your statement in these ways.
- Share it with designers before logo, website or packaging work.
- Use it to write your homepage headline and introduction.
- Check adverts and social posts against it before they go live.
- Brief new staff and suppliers with it.
- Revisit it when you add new services or enter new markets.
Our guide to brand strategy explains how positioning fits with your purpose, values and voice. Our graphic design team builds identities from each client's positioning.
Positioning statement checklist
Use this checklist when you write or review your positioning statement. Each item makes the statement clearer and more useful. Revisit it once a year.
- Best customers described specifically
- Main need or goal stated
- Offer described in plain words
- Real alternatives named
- Difference stated clearly
- Proof included for the difference
- Statement shared with designers, writers and staff
Good to know
Positioning statement FAQs
Is a positioning statement the same as a slogan?+
No, a positioning statement is an internal guide for your team. A slogan is a short public phrase used in marketing. The statement often inspires the slogan, but it is longer and more detailed. Keep the statement for internal use.
How specific should a positioning statement be?+
It should be specific enough that no competitor can use it unchanged. Name your best customers and your real point of difference. Include proof that makes the difference believable. Vague statements give your team nothing to work with.
Can a business have more than one positioning statement?+
Most small businesses need one main statement. Businesses with very different services or audiences sometimes write one for each. Keep each statement consistent with the overall brand. Too many statements weaken a small brand.
Keep your positioning statement at the top of your brand guidelines. Share it with every designer and writer you work with. So you can keep every piece of marketing focused on why customers choose you.
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