Positioning Template
Decide who you are for, what you get compared against, and why you win that comparison, in one statement your whole team can use.
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What is a positioning statement?
A positioning statement is a short internal sentence that defines who you are for, the category you compete in, and why you win that comparison. It keeps your whole team aligned and is the source every piece of messaging translates from. See the definition and the full guide to writing one.
What's inside the template
- Best-Fit CustomerWho this positioning is optimized for, from your ICP.
- Market CategoryThe context you place yourself in, on purpose.
- Unique AttributesWhat only you have, ranked, each anchored to an alternative.
- ValueThe outcome each attribute creates for the customer.
- Competitive AlternativesWhat you are different from, including doing nothing.
- Positioning StatementAll five components in one coherent statement.
How to use it
- 1Name your best-fit customer, confirmed from your ICP.
- 2Choose the market category your customer already thinks in.
- 3List the unique attributes only you have, ranked by importance.
- 4Tie each attribute to the specific value the customer gets.
- 5Name what you are different from, then write the positioning statement.
Frequently asked questions
What is a positioning statement template?+
A fill-in structure with five components, best-fit customer, market category, unique attributes, value and competitive alternatives, that combine into one internal statement your whole team aligns on.
What is the difference between a positioning statement and a tagline?+
A positioning statement is internal and can sound plain; a tagline is external and polished. One informs the other, but they serve different audiences.
Different from what?+
Positioning is always relative. The template forces you to name your real competitive alternatives, including doing nothing, so every other choice becomes precise.
Is the template really free?+
Yes, enter your email and we will send it over, no credit card.
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