Template · PDF · Free
Positioning Statement Builder
A structured template to draft and pressure-test your positioning statement. Includes fill-in prompts for audience, differentiation, and proof — plus a checklist to validate it before you ship.
Positioning Statement Builder
Abstract Creative · Free Download
Define Your Buyer
Name the Problem
State Your Differentiator
Add Your Proof
Pressure-Test It
Free · No credit card required
How It Works
Five steps to a positioning statement you can actually use.
Each step builds on the last. The template walks you through each one with a fill-in prompt and the failure mode to watch for.
Define Your Buyer
Who exactly are you writing this for?
Fill in the target audience field with the most specific description you can. Not "small businesses" — a specific type of decision-maker in a specific situation.
Name the Problem
What problem are you solving — in their language?
Write the problem the way your buyer would describe it, not the way you solve it. If you're already thinking about your service, you're too far ahead.
State Your Differentiator
What makes you the right choice — specifically?
Complete the differentiator prompt with something true, specific, and not shared by your three nearest competitors.
Add Your Proof
What evidence makes this believable?
Choose from the proof prompts: outcome metrics, case results, methodology, or category leadership. One strong proof point beats three vague ones.
Pressure-Test It
Would someone self-select out?
A strong positioning statement should make the wrong buyers realize they're not a fit. Use the pressure-test checklist to validate yours before you ship it.
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Explore Further
Framework
The Positioning Framework
The five-part model that underpins the positioning statement template.
Template
Brand Voice & Messaging Template
Once your position is locked, use this to translate it into consistent brand messaging.
Work Together
Book a Strategy Call
Pressure-test your positioning statement with us before you build on top of it.