Free Resource
Abstract Creative · Free Resource
Positioning Statement Builder
A structured template to draft and pressure-test a positioning statement that filters for the right clients and communicates your differentiation clearly.
What This Template Produces
A positioning statement is not your tagline. It is an internal strategic brief — the one-to-two sentence foundation that every piece of copy, content, and sales conversation should reflect. It answers: who you serve, what problem you solve, how you differ, and why that difference is credible.
Define Your Target Audience — Specifically
The more specific, the better. Vague audience definitions produce vague positioning. Challenge yourself to eliminate any audience descriptor that any competitor could also use.
Industry / Vertical
E.g., B2B professional services, industrial manufacturing, commercial real estate
Company Size / Revenue Stage
E.g., $1M–$5M revenue, 10–50 employees, post-Series A
Decision Maker / Buyer
E.g., Founder/CEO, VP of Operations, Head of Marketing
Geographic Focus (if relevant)
Combined Audience Statement (Draft)
"We work with [specific buyer type] at [company profile] who are [context or growth stage]."
Name the Problem You Solve
State the problem in the language your client uses internally — not your professional vocabulary. Include the consequence of not solving it.
The Primary Problem
What keeps your best client up at night before they find you?
The Consequence of Not Solving It
What gets worse if they wait or choose the wrong solution?
Problem Statement (Draft)
"Who struggle with [problem] — which leads to [consequence] if not addressed."
Define Your Differentiator
Your differentiator must be specific, falsifiable (it could theoretically be wrong), and something you can defend. "Quality work" and "great relationships" are not differentiators.
What makes your approach different?
Methodology, specialization, access, proprietary system, combination of expertise, speed?
The Falsifiability Test
Could a competitor dispute this claim? If not — if it's too vague to disagree with — it's not a differentiator.
Differentiator Statement (Draft)
"Unlike alternatives, we [specific approach / method / focus] — which means [specific outcome]."
Ground It in Proof
Differentiators without proof are claims. List the specific, verifiable evidence that your differentiator is real.
Best proof point (specific, quantifiable)
Client name + result, award, case study metric, tenure in niche, etc.
Second-best proof point
Client name + result, award, case study metric, tenure in niche, etc.
Third proof point
Client name + result, award, case study metric, tenure in niche, etc.
Your Positioning Statement
Combine all four parts into one to two sentences. This is your internal strategic brief — not your tagline.
Template structure:
"We help [specific audience] who struggle with [specific problem] to [specific outcome] — unlike alternatives, we [differentiator], backed by [proof]."
Your draft:
Pressure-Test Your Statement
Before using it, run your positioning statement through these five checks:
Specificity
Could any of your top three competitors say the same thing without lying?
Audience clarity
Does someone reading this immediately know if they are or are not your ideal client?
Problem resonance
Would a target client read this and think "that is exactly what I have been trying to solve"?
Proof backing
Can you back every claim with at least one specific, verifiable piece of evidence?
Team alignment
Can every person on your team read this and describe the firm consistently?
Abstract Creative · Brand Transformation Studio · Houston, TX
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