How to Write a Brand Positioning Statement That Actually Stands Out (And Doesn’t Sound Like Everyone Else).

Let’s be honest: most brand positioning statements sound like they were written by a committee of robots. You’ve seen them. They’re vague, jargon-filled, and could apply to practically any business. “We empower solutions for tomorrow's innovators with scalable synergy.” Yawn. Here’s the thing, your brand positioning statement shouldn’t just fill space on a pitch deck. It should position you in the market and stick in the minds of your audience. When done right, it tells your ideal customer:
✅ “Hey, we see you.”
✅ “We get your problem.”
✅ “Here’s why we’re the best at solving it.”

So how do you write one that cuts through the noise? Let’s break it down.

What Is a Brand Positioning Statement, Really?

Think of your brand positioning statement as your elevator pitch’s cool, strategic cousin. It's a one-two sentence declaration of:

• Who you serve

• What you offer

• How you’re different

• Why that matters

It’s internal-facing (mostly), used to align your team, guide marketing, and keep your messaging sharp. But its ripple effect shows up everywhere; ads, sales calls, website copy, and customer conversations. A great brand positioning statement is:
- Clear, not cluttered
- Specific, not generic
- Confident, not cocky (well... maybe just a little 😉)

Step 1: Nail Down Your Target Audience

If you try to be everything to everyone, you’ll end up meaning nothing to anyone. Start by defining exactly who you’re speaking to. The more specific, the better. Ask yourself:

• Who do we serve best?

• What keeps them up at night?

• What motivates them to buy?

• What language do they actually use?

Your positioning starts with empathy. Know your customer better than they know themselves.

Example:
Not “small business owners”.
But “overwhelmed solopreneurs juggling five tools and one too many to-do lists”.

Pro Tip: Avoid B2B/B2C labels in your statement. Focus on humans with real problems.

Step 2: Define Your Unique Value Proposition (UVP)

This is the heart of your positioning statement. It’s the answer to: “Why should someone choose you over everyone else?” Your UVP isn’t just what you do. It’s:

• What makes you different

• What benefit you uniquely deliver

• Why that benefit matters to your target audience

Don’t just list features. Translate them into outcomes.

Example:
❌ Feature: “We offer 24/7 customer support.”
✅ Benefit: “So our clients can sleep easy knowing they’re never left hanging.”

Pro Tip: Ask your customers why they chose you. Their words are gold.

Step 3: Get Crystal Clear on Your Competitive Differentiation

Here's where things get fun. What makes you truly stand out? No, really—what makes you not like the rest? Is it:

• Your product experience?

• Your customer service style?

• Your pricing model?

• Your personality or voice?

• Your process?

This isn’t just about being different for the sake of it. It’s about being relevantly different; in a way your customers actually care about.

Example:
“For freelancers who hate spreadsheets, we offer tax software that feels like talking to a friend—not a finance bro.”

Pro Tip: Don’t claim what you can’t back up. 'Best-in-class' is meaningless if everyone says it.

Step 4: Write the Damn Thing

Now you’re ready to put it all together. Use this tried-and-true formula to start: For [target audience] who [key pain point or need], [your brand] provides [unique benefit or solution] unlike [main competitor or category].

Pro Tip: Write 5–10 rough versions. Then pick the one that feels most like you.

Step 5: Refine, Stress-Test, Repeat

Got a draft you like? Great. Now pressure-test it. Ask:

• Does it align with our brand values and voice?

• Is it clear to someone outside our industry?

• Could a competitor say the same thing? (If yes, rewrite.)

• Does it sound like a human wrote it?

• Would it excite our team and customers?

Run it by your team. Better yet, test it with your target audience. A little feedback goes a long way.

Pro Tip: Don’t be afraid to evolve it as your brand grows. Positioning is a snapshot, not a tattoo.

Before you hit save, make sure your positioning statement is:

• Written for a specific audience

• Clear about the value you offer

• Focused on benefits, not just features

• Differentiated from competitors

• Easy to remember (and say out loud)

• Aligned with your brand’s personality

If it checks all those boxes, congrats! You’ve got yourself a positioning statement that actually positions.

Let’s be real, most brands blend into a sea of sameness. Your positioning statement is your permission slip to stand out, speak boldly, and stop sounding like a corporate Mad Lib. Don’t be afraid to claim your space.

The brands that win? They know exactly who they’re for, what they do, and why it matters. And they say it with clarity, confidence, and just enough edge to get noticed. Now go write a positioning statement that makes your competitors wish they wrote it first.

📌 Need Help Refining Yours?

Want eyes on your draft? Or a template you can fill in with your team? Let’s make that happen. Just holler.