Digital Marketing

All About Positioning Statements – Guide 2021

Are you a reliable business owner?

Are you capable of creating excellent products?

Despite all these qualities, it is not enough to grow in the business world. It is very important to reach out to the customers in an impressive way. The best way is to create messages that are impressive and inspiring enough to grasp the attention of the users. A successful way of handling all this is using the best positioning statements.

Defining Positioning Statement

A positioning statement is the set of words that is used to describe a certain set of products to the target audience. It is required to elaborate on the essential market needs. It is often used by the people in marketing and sales that explore its benefits to help in creating the SMS copy through consistent communication.

Difference Between A Positioning Statement And A Mission Statement

Many business owners cannot differentiate between the positioning statement, value proposition, and mission statement. It is essential to know that both of these are different. Here are a few things that keep the three apart from each other.

Positioning Statement

  • Helps in aligning the message internally
  • Elaborates the products, their features, and their functions to let the world know how a certain product stands out among the different competitors.

Value Proposition

  • Highlights the benefits of different products.
  • Works as a component of the positioning statement

Mission Statement

  • A tagline to reveal the brand strategy.

Writing A Positioning Statement

If you have never tried creating the positioning statement then here are a few tricks and tips that will definitely help you out in coming up with an impressive positioning statement:

Writing A Positioning Statement

Find An Inspiration

It is never easy to start. The same goes for the positioning statement. Before setting out to create a positioning statement it is important to look around and find what your competitors are doing. Look at what others are doing. This will work as the brainstorming technique which can really benefit you in creating the first-ever positioning statement.

The Magic of Empathy

The business surveys over the past few years have revealed that the businesses heading towards the customers with empathy are always encouraged and welcomed. It only happens when the business owners think the way customers do.

Know Your Customer

If you do not know your customers then you cannot come up with the kind of statement that you want to create. You can make things easier to handle by sending out surveys and finding out the essential data related to the target audience. This support data will definitely help you in creating the positioning statement of your choice.

Crisp, Concise, and Comprehensive

What is the best statement like? The statement has to be expressive and self speaking. Use not too many words. A few words can definitely help.

Preserve the Values

It is not merely about money. Every business has some goals and objectives. The business runs on equity, diversity, and honesty. Make sure that the positioning statement reveals the values and follows them.


Make sure that all the views are expressed openly. There is no need to promise something that either you are not offering or is not there in your plans. An authentic statement can help you earn the confidence that is required.

Some Examples To Help

If you are still not clear about creating the statements then we are sharing a few examples that will help you in coming up with the right solution for your business.

1. Payhip

“Payhip is an e-commerce platform that enables anyone to sell digital products or memberships directly to their fans and followers. You can embed Payhip directly into your website or you can use our storefront to sell your work. Payhip takes care of everything. We’re an all-in-one e-commerce solution for creators.”

Payhip is a popular Ecommerce company that has emerged as a popular sales market that sells products by sharing essential information. The company’s statement is evidence of the fact that they are making things easier to handle. The statement clearly reveals that Payhip is an all in one, DIY commerce platform that can be associated with any website.

2. Wistia

“We’re Wistia. We make marketing software, video series, and educational content based on the belief that anyone can use video to grow their business and their brand.”


This is a popular Video marketing service that helps you in experimenting with recent products. They believe in giving businesses a boost through impressive media files. The statement highlights their core objective being “anyone can use video to grow their business and their brand.” The company does not limit the offerings but gives a broader look to the business.

3. Airhouse

“Airhouse helps direct-to-consumer companies get orders from factory to front door. Sync your shop, send inventory, and you’re all set.”

The statement is market-specific. The position statement targets the audience therefore the company shows how clear they are about the consumers. The statement reveals the use of the software especially regarding the syncing shops and sending inventory with the software.

4. Sapphire Ventures

“Startups—whether enterprise or consumer-focused—face similar challenges when they get to the expansion and later stages. They need the support of experienced, focused, and deep-pocketed investors who can help them stay competitive for the long haul. That’s where we come in.”

This positioning statement from Startup investment firm Sapphire Ventures reveals that the company is highly concerned about how to deliver the niche and who is getting it. It highlights the way Sapphire’s funding can assist those starting up their business. This Turns out to be a brand promise.

5. Nike

“At Nike, we’re committed to creating a better, more sustainable future for our people, planet, and communities through the power of sport.”

This positioning statement from Nike highlights the combining sustainability and innovation to create activewear.

nike brand graphic that says "you can take the superhero out of her costume, but you can never take away her superpowers" along with slogan "just do it"

6. Apple

“Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch, and Apple TV. Apple’s five software platforms — iOS, iPadOS, macOS, watchOS, and tvOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it.”

apple logo

Apple here is mentioning its preferences and has even mentioned their achievements in the past too so that the people can learn more about Apple. It also comprehensively summarizes the customer value against the five popular platforms by Apple.


A good positioning statement helps in sorting out the customer experience and so it becomes easier to guide the internal teams to look into the matters that are required to decide for future strategies. It is important to keep in mind the customers and how the products can make a difference in their lives. It also helps in determining the services that you can offer.

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