A strong positioning statement is a cornerstone for marketing and messaging. It guides how you communicate your product’s unique value to your target audience. In this article, we’ll dive into 15 examples of positioning statements and give you a template to write your own.
What Is a Positioning Statement?
A positioning statement is a clear and concise way of explaining where your product fits in the market and why it’s important to your target audience. It clearly outlines who your product is for, what it does, and why it’s better than the competition.
This is the typical positioning statement formula:
“For [target audience], [product/service] is a [category] that [benefit/solves a problem]. Unlike [competitor/alternative], [product/service] [unique differentiator].”
The Trouble with Positioning Statements
Many people jump straight into writing without really understanding their market, competition, or what makes their product unique. This can lead to a statement that sounds nice but doesn’t actually reflect the real strengths of the product.
Effective positioning statements are the end product of a thorough and strategic process. This isn’t just a quick exercise in wordsmithing—it’s the result of deep thinking about your market, customers, and competitors.
Before you can write an effective positioning statement, you need to do the groundwork of strategic positioning. This involves understanding your target audience—who they are, what they need, and what challenges they face.
You also need to analyze the competitive landscape to identify where your product stands out. What unique value do you offer? How do you solve your customers’ problems better than anyone else?
This process helps you uncover the core strengths and competitive differentiation of your product. Only after you’ve done this strategic work can you craft a positioning statement that accurately reflects your product’s true place in the market and resonates with your audience.
Positioning Statement vs. Value Proposition
A value proposition is the broad promise your brand makes to all customers, while a positioning statement focuses on a specific benefit for a specific audience within that broader promise.
Here’s a closer look at the differences between value propositions and positioning statements.
Value propositions
Value propositions are the broad promises your company makes to customers. They describe the overall benefits of your products or services, covering multiple market segments.
Think of value propositions as the “big picture” of what your brand offers and why it’s worth the investment. It’s a general statement that guides your business strategy and can usually be found in business plans or strategic documents.
For example, if your company is Nike, the value proposition might be: “Nike provides innovative, high-quality athletic wear that helps athletes of all levels perform their best.”
Positioning statements
Positioning statements are more focused. They take a specific part of your value proposition and tailor it to a particular audience. It’s all about pinpointing the most relevant benefit for a specific group of people and communicating why your product is the best choice for them.
For Nike, a positioning statement for their running shoes might be: “For dedicated runners who want to improve their performance, Nike’s running shoes provide cutting-edge technology and superior comfort, unlike other brands that focus more on style than function.”
In short, the value proposition is your broad brand promise, while the positioning statement zooms in on a specific benefit for a specific audience. The value proposition talks about everything your brand offers, while the positioning statement highlights what matters most to a particular group.
15 Great Positioning Statement Examples
To better understand what makes a great positioning statement, let’s look at 15 real-world examples, followed by a breakdown of what makes each one effective. Use these examples as inspiration when crafting your own.
Example 1: Amazon
“For consumers who want to purchase a wide range of products online with quick delivery, Amazon provides a one-stop online shopping experience. Unlike other e-commerce platforms, Amazon offers an unrivaled selection of items, reliable service, and fast, convenient delivery.”
Why it works: Amazon’s positioning statement is clear and direct, highlighting its key differentiator—fast and convenient delivery—while also addressing the broad product range, which appeals to a wide audience.
Example 2: Apple iPhone
“For individuals who want the best user experience in a smartphone, the Apple iPhone is a premium device that combines cutting-edge technology with intuitive design. Unlike other smartphones, the iPhone offers a seamless integration of hardware, software, and services.”
Why it works: Apple’s positioning statement emphasizes quality and user experience, positioning the iPhone as a premium product. This is crucial for maintaining its brand image in a highly competitive market.
Example 3: Slack
“For teams who need to collaborate effectively, Slack is a communication platform that streamlines work and fosters productivity. Unlike traditional email, Slack integrates with numerous tools and offers real-time messaging and file sharing.”
Why it works: Slack’s statement targets a specific audience (teams needing collaboration), and it clearly states its value proposition—streamlined work and productivity—differentiating it from traditional email.
Example 4: Dollar Shave Club
“For cost-conscious men who want a simple and affordable grooming solution, Dollar Shave Club delivers high-quality razors directly to your door. Unlike traditional razor brands, we offer convenience and value without the hassle of shopping in-store.”
Why it works: This statement speaks directly to the pain points of its target market (cost and convenience), making it clear why Dollar Shave Club is a better alternative.
Example 5: Tesla
“For environmentally conscious drivers who seek high-performance electric vehicles, Tesla offers a range of premium cars that are both eco-friendly and exhilarating to drive. Unlike other car manufacturers, Tesla provides cutting-edge technology and a sustainable driving experience.”
Why it works: Tesla’s positioning highlights its dual focus on sustainability and performance, appealing to a niche market that values both.
Example 6: Nike
“For athletes and fitness enthusiasts, Nike is a leading sports brand that delivers high-performance athletic wear and footwear. Unlike other sports brands, Nike empowers customers with innovative products designed to enhance their performance.”
Why it works: Nike’s statement connects directly with its core audience—athletes—while emphasizing innovation and performance, key elements of its brand identity.
Example 7: HubSpot
“For small to medium-sized businesses that need a reliable marketing solution, HubSpot provides an all-in-one marketing software that drives growth. Unlike other marketing platforms, HubSpot is user-friendly and offers comprehensive tools for inbound marketing.”
Why it works: HubSpot’s positioning is specific about its target market and the unique value it provides—comprehensive, user-friendly tools for inbound marketing.
Example 8: Zoom
“For professionals who need to connect remotely, Zoom is a video conferencing platform that delivers reliable, high-quality video and audio. Unlike other conferencing tools, Zoom offers simplicity, ease of use, and a superior user experience.”
Why it works: Zoom’s statement is simple and to the point, focusing on reliability and user experience—critical factors for remote communication tools.
Example 9: Spotify
“For music lovers who want access to millions of songs on the go, Spotify is a streaming service that offers personalized playlists and a vast music library. Unlike traditional radio, Spotify lets you listen to what you want, when you want.”
Why it works: Spotify clearly differentiates itself from traditional radio, emphasizing personalization and convenience.
Example 10: Airbnb
“For travelers looking for unique, affordable accommodations, Airbnb is a platform that connects them with hosts offering homes around the world. Unlike hotels, Airbnb provides a more personalized and immersive travel experience.”
Why it works: Airbnb’s positioning taps into the desire for unique experiences and affordability, setting it apart from traditional hotels.
Example 11: Warby Parker
“For fashion-forward individuals who need affordable eyewear, Warby Parker offers stylish glasses at a fraction of the cost. Unlike traditional optical retailers, Warby Parker cuts out the middleman, offering high-quality eyewear directly to consumers.”
Why it works: This statement addresses the primary pain point—cost—while also emphasizing style and quality, making Warby Parker an attractive alternative to traditional eyewear brands.
Example 12: Salesforce
“For enterprises that need to manage customer relationships effectively, Salesforce is a leading CRM platform that drives business success. Unlike other CRM systems, Salesforce offers a cloud-based solution that scales with your business.”
Why it works: Salesforce’s statement focuses on its enterprise target market and its scalable, cloud-based solution—both critical differentiators in the CRM space.
Example 13: IKEA
“For budget-conscious individuals who want stylish, functional furniture, IKEA provides a wide range of affordable products. Unlike traditional furniture stores, IKEA offers a DIY approach that saves you money and space.”
Why it works: IKEA’s positioning is clear and appeals to its core audience—those looking for affordable, functional, and stylish furniture—while also highlighting its unique DIY model.
Example 14: Netflix
“For entertainment lovers who want on-demand access to their favorite shows and movies, Netflix is a streaming service that offers a vast library of content. Unlike cable TV, Netflix allows you to watch what you want, when you want, without commercials.”
Why it works: Netflix’s statement directly addresses the key benefits—on-demand access and no commercials—making it a clear choice over traditional TV.
Example 15: Patagonia
“For outdoor enthusiasts who care about the environment, Patagonia is a clothing brand that offers sustainable, high-performance gear. Unlike other outdoor brands, Patagonia is committed to environmental activism and ethical production practices.”
Why it works: Patagonia’s statement aligns its product offerings with its core values—sustainability and environmental activism—resonating strongly with its target market.
How to Write a Positioning Statement
- Research Your Market: Start by thoroughly researching your market landscape. Identify your competitors and understand how they position themselves. Look for gaps or unmet needs in the market where your product can stand out.
- Define Your Target Audience: Pinpoint who your ideal customers are. Understand their specific needs, pain points, and what drives their purchasing decisions. Knowing this helps you tailor your positioning to resonate deeply with them.
- Identify Your Unique Value: Determine what sets your product apart. What do you offer that others don’t? This could be a unique feature, a specific benefit, or even your approach to customer service. Your unique value is what will make your positioning stand out.
- Focus on Key Benefits: Translate your product’s features into clear, customer-centric benefits. Instead of just listing what your product does, explain how it solves your customers’ problems or improves their lives.
- Craft a Clear, Concise Statement: With all this information in hand, write a positioning statement that clearly communicates who your product is for, what it does, and why it’s the best choice. Keep it simple and to the point—your audience should instantly understand your message.
If you’re struggling with this process or want to ensure you get it right, consider working with a positioning and messaging consultancy. A strategic partner can help you define your market position so that you can confidently craft statements that resonate with your target audience and stand out from the competition.