Brand Positioning Statement
For [target customer] who [need state], [brand] is the [category] that [benefit].
Explanation
A positioning statement is an internal document that clearly defines who you serve, what need you address, what category you compete in, and what unique benefit you provide. It's not a tagline for customers but a strategic tool that guides all marketing decisions and ensures consistency across your team.
Real-World Example
For busy executives who need to stay on top of email, Superhuman is the email client that makes email feel magical and fast. For developers who need to deploy code quickly, Vercel is the platform that makes deployment feel instant and effortless.
How to Apply
Fill in each component: Target customer (be specific, not 'everyone'), Need state (what situation drives them to seek solutions), Category (what mental bucket do they put you in), Unique benefit (what do you provide that alternatives don't). Test by having team members recite it—if they can't, it's not clear enough.