Positioning statement how-to with 22 examples

Jun 1st, 2021

The positioning statement serves as a roadmap for your brand. It is a foundation for the marketing efforts and the way the brand presents itself. The positioning statement provides uniqueness and consistency. It helps understand what sets your product apart from the competition and creates a strong brand identity that allows you to take your business to the next level. Consistency is crucial for your brand as it enables you to build customer awareness and trust. The positioning statement directly influences your strategy, product design, marketing, and sales efforts. All these components within your company work together towards the common objective.

Developing a positioning statement will come in handy early in your brand development when you make decisions regarding the future of your product, create marketing materials to support it, and design additional products to complement it. Creating a positioning statement encourages you to ask questions about your product and brand that you might not have thought about before. You might have an understanding of the reason you created the product and who would benefit from it. However, the positioning statement will define why your product exists, why it will succeed in the market, and what it will take to make it work.

What is a positioning statement?

A positioning statement is a one- or two-sentence description that expresses the distinctive value of the product or service to clients in comparison to the primary competitors. The positioning statement is usually built based on four key elements. The first component is the target audience or the group of people with common features, such as psychological characteristics and behavior. The second element is the frame of reference or the market segment in which the brand competes. The third component is your competitive advantage. The fourth is the reason to believe or the most persuasive evidence that the brand fulfills the customer needs as promised in the statement.

Differentiation statements or unique selling points are other terms for positioning statements. The positioning statement responds to the question: “How does the brand want to be viewed by the audience?” The purpose of the positioning statement is to establish a specific niche for a product or brand in the minds of your consumers. Although the brand may offer different advantages targeted at various market segments, the customers would remember the one differentiating benefit, which would be supported with the other positive distinguishing features. 

A positioning statement usually outlines the essential points of the value proposition. For this reason, a positioning statement is often created after the value proposition. The positioning statement is the internal tool that helps marketing teams ensure that their activities for consumers are consistent and match their efforts with the value proposition and the brand.

Examples of positioning statements

The positioning statements can take various forms, such as vision mission, value proposition statement, slogan, brief company description, etc. Thus, we will analyze the positioning statements of well-known brands from the consumer perspective, taking into account slogans, visions, and mission statements. We will list some examples of brand statements by prominent companies to provide you with an idea of developing a powerful positioning statement for your brand.

Apple positioning statement

Apple strives to bring the best personal computing experience to students, educators, creative professionals, and consumers around the world through its innovative hardware, software, and internet offerings.

The company releases the most innovative products for people looking for the best mobile device or personal computer. Apple prioritizes technological progress and applies the creative approach to best corporate practices, considering the impact of its products on customers all over the world. The central company’s principles are creativity, simplicity, and humanity.

Nike positioning statement


Bring inspiration and innovation to every athlete* in the world.

*If you have a body, you are an athlete.

The positioning statement to which we refer is Nike’s mission. It also clearly states their positioning on the market, which is to drive every person to become a better version of themselves. Nike offers top-performing sports clothes and shoes made of the finest materials to athletes and sports fans who need trendy and high-quality sportswear. The brand invests in cutting-edge technologies, so the company’s products are the most innovative in the athletic clothing industry.

Tesla positioning statement


Tesla is accelerating the world's transition to sustainable energy with electric cars, solar and integrated renewable energy solutions for homes and businesses.

Tesla produces long-range electric vehicles for drivers who not only seek performance but are also ecologically conscious. Tesla’s positioning statement highlights the shift towards innovative and futuristic business approaches. Besides electric vehicles, the company also develops infinitely scalable products for clean energy generation and storage.

Starbucks positioning statement


To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.

Starbucks is a client-centric company that is known for the best customer service. The company aims to create a feeling of connection, warmth, and comfort at each location. The brand presents its coffee shops as cozy and welcoming places where the customers can relax and have a good time. Starbucks is selling not only coffee. It is selling an atmosphere.

Coca-Cola positioning statement

Refresh the World. Make a Difference.

Coca-Cola offers a wide choice of refreshing, high-quality beverages which create an enjoyable experience for customers. In contrast to the other drinks, Coca-Cola strives to make a positive difference in the consumers’ lives by satisfying the customers’ needs and wants.

BMW positioning statement


Sheer driving pleasure.

The company emphasizes the fact that it provides the most enjoyable products. The brand created the positioning statement for young to middle-aged people with a steady income who genuinely care about their driving experience and buy a high-performance automobile that would be enjoyable to drive. 

Uber positioning statement

We ignite opportunity by setting the world in motion.

Uber provides a wide range of transportation and logistic services, including ride-hailing, food delivery, freight services, package delivery, and others. Uber allows customers to find a local ride for a reasonable price using a smartphone and credit card. Besides this, due to the delivery options, the company helps make orders and deliver food faster and at a lower cost. The customers receive many benefits, such as handy application, non-cash payment, driver rating, and short wait times.

Google positioning statement

Our company mission is to organize the world's information and make it universally accessible and useful. 

 The positioning statement by Google highlights excellence and innovation. Google enables people to learn more about the surrounding world and provides access to any required knowledge. Even though the brand does not create and publish the information, understanding the user’s intentions and providing reliable data sources helped Google build customer loyalty and trust.

Netflix positioning statement


Unlimited movies, TV shows, and more.

Watch anywhere. Cancel anytime.

The company claims that the customers will get access to as much content as they are capable of consuming. Unlike the TV, they can watch Netflix anywhere. Also, the subscribers can unsubscribe at any time, but the offer is so attractive that they probably would not.

Lululemon positioning statement

Our products create transformational experiences for people to live happy, healthy, fun lives. 

Lululemon is a company that produces high-quality athletic wear for an active lifestyle. It encourages the customers to be physically fit and live a longer, healthier, and more enjoyable life. The brand produces premium-priced sportswear for yoga, running, and gym, mainly targeted at women with high income. 

Under Armour positioning statement

Under Armour's mission is to make all athletes better through science, passion and the relentless pursuit of innovation.

At first, Under Armour positioned its products as performance-enhancing activewear for professional sportspeople. Although it was a narrow customer base, it demonstrated the advantages of the unique material utilized in Under Armour clothes. Once the brand had established its image in the consumers’ minds, it expanded the customer base to amateur athletes.

McDonald’s positioning statement

Our mission is to make delicious feel-good moments easy for everyone.

McDonald’s is the leader in the fast-food industry, providing excellent and friendly customer service throughout thousands of convenient locations and at affordable prices. The brand emphasizes its commitment to customer satisfaction and desire to improve operations constantly. McDonald’s pays attention not only to the quality of food and services but also to the quality of infrastructure to enable amazing experiences.

Walmart positioning statement


Every day low prices on a broad assortment - anytime, anywhere.

Due to service efficiency, supply chain management, and logistic infrastructure, Walmart is known among budget-conscious consumers as a retailer that offers daily-use items and products at the lowest price possible. Walmart’s business strategy includes leveraging pricing as a pivotal point to attract the target audience. The company strives to lower the prices to achieve a competitive advantage.

Gatorade positioning statement

Fueling athletic performance for more than 50 years.

Gatorade is a sports drink for athletes in need of hydration and replenishment of electrolytes such as sodium, potassium, and chloride during different sporting events. Unlike the other sports drinks, it absorbs very fast and helps sportspeople improve their athletic performance. The brand emphasizes its long presence and leadership in the sports beverage market.

Spotify positioning statement

Listening is everything.

Spotify positions itself as the brand for millennials that focuses both on the creators and consumers. The platform allows artists to publish their music online and for music fans to enjoy it. The company understands that music follows young people everywhere they go and serves as the soundtrack of their life, so listening is everything for them. In 2020, the company updated the positioning and introduced celebrity podcasts that attracted new listeners and advertisers, increasing the brand’s revenue by 9%.

Pepsi positioning statement


Create more smiles with every sip and every bite.

PepsiCo emphasizes the company’s desire to serve the customers’ needs. The key points of the brand’s positioning statement include customer satisfaction and delicious, high-quality products. The brand claims to make customers happy by providing enjoyable products that will bring joy to their lives. The company targets customers all over the world and seeks to create products that appeal to all consumers, regardless of their backgrounds, ethnicities, or other characteristics. Notice how Pepsi and Coca-Cola target different audiences by focusing on distinct concepts in their positioning. Coke is associates itself with fresh experiences, which help change for the better and make a difference. On the other hand, Pepsi promotes joy and happiness, which their product can bring into your life.

Airbnb positioning statement

Creating a world built on connection and belonging.

The brand strives to empower its customers to live and feel like locals anywhere instead of just traveling as tourists. Airbnb positioning also highlights service reliability. Many security risks may arise due to their business model’s focus on inviting strangers into their houses. However, due to the appropriate positioning, the brand managed to build customer trust. Moreover, due to the orientation on the niche market, the company reinforced its place in the hospitality industry hierarchy.

Harley-Davidson positioning statement

More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.

Harley-Davidson is one of the most well-known motorcycle manufacturers. The brand creates bikes that give riders a feeling of independence and freedom. The company positions its motorcycles as premium products for people of any age and gender who are looking for liberation in their lives. The brand emphasizes the customers’ wish to realize the goal of personal freedom. In addition, the brand has the highest level of consumer loyalty compared to any other motorcycle manufacturers. The customers perceive Harley-Davidson more than a brand. It is both a way of life and experience.

Dove positioning statement


When it comes to your body, love the one you're with.

The brand’s positioning is to help women feel more confident and beautiful regardless of parameters, skin tone, or physical shape. Dove demonstrates the real women in its advertising campaigns instead of models, highlighting its desire to redefine the unrealistic beauty standards. Due to the positioning strategy aimed at building confidence and self-acceptance, the brand managed to differentiate from competitors and attract the target audience, which believes that supporting the brand endorses natural beauty.

Red Bull positioning statement

Giving wings to people and ideas.

Red Bull managed to position itself as the alternative for coffee and other drinks containing caffeine. Moreover, the brand developed a new product category, being the first energy drink of its kind. The positioning statement focuses on the benefits of the product, which provides energy and refreshment. Red Bull’s consumers purchase the beverages to boost energy, improve performance, and increase attention, which is reflected in the positioning statement.

Adidas positioning statement


Impossible is nothing.

Adidas aims to provide the best shoes and apparel for athletes to improve their results. Doing sports with Adidas means transforming your body, finding added energy, added drive, and inspiration in it. The brand also emphasizes its constant commitment to staying on top of market demands due to the high-quality products. 

Samsung positioning statement

On the basis of human resources and technologies, create the best products and services and contribute to society.

 The brand emphasizes the excellence of its products and demonstrates faith in the ability to affect change in society. Samsung indicates that it is concerned with more than simply the consumer who benefits from its products. The major focus is made on social conditions by providing products and services that satisfy the customer needs and involve global issues, such as environmental protection.

How to write a positioning statement

Before creating a strong positioning statement, you need to develop a value proposition and ensure you have identified your customer pain points and target audience. The next crucial step is to determine what features differentiate you from the competition, what promise you would provide to the consumers, and how you would fulfill their expectations. Once you have answered these questions, you can start writing the positioning statement.

Identify the industry category

Start with your industry category to let the customer know what your target market is. Consider what individuals say about your market segment when they're thinking about it. Further, you can use these terms to describe the industry category.

Pin down the unique value

Consider your company's services that you are most proud of and what unique value you can deliver to your customers. It is better to choose one central point, with the other brand’s characteristics reinforcing that feature.

Demonstrate your value

You have already identified the target audience and the unique value, so it is time to provide evidence that persuades your customers in your brand’s capacity to demonstrate its worth and deliver on its marketing promises. Try to avoid unrealistic or exaggerated assertions.

Mind the simplicity

Your positioning statement should be concise and easy to understand, targeted at the average reader. It should contain the primary value of the product or service for the target audience. Your company’s marketing decisions should correspond and support your positioning statement.

Make it memorable

This statement should be tailored to your business and the issues you want to address. Focus on the distinctive features of your brand.

Bring everything together

Now you can combine the previous points that you learned above in one or two sentences. Due to the earlier steps, you have all of the necessary components of the positioning statement, including the target audience, frame of reference, the benefit, and the proof.

Check the result

Analyze whether your positioning statement corresponds to the values of your brand. Make sure the resulting concept and phrase comprise the primary values, such as excellent customer experience, global animal welfare, or a desire to innovate.

A solid positioning statement conveys a feeling or experience you want your customers to have and serves as a guiding light for your team responsible for delivering it. Consider the unique points of your brand and the benefits you can offer to your customers. The key to success is authenticity and your ability to keep promises.