A position statement is a brief description of a product, service, or companys target market and how it fulfills a particular need of that market. It is used to align marketing efforts with a companys brand and value proposition, and to guide messaging and ensure consistency in communication. A good positioning statement is clear, concise, complete, and responsive. It should identify the experience a company wants its customers to have and guide internal teams who make it happen.

A positioning statement is sometimes confused with mission statements and value propositions, but there are a few key differences. A mission statement is a statement of a companys purpose, while a value proposition explains what benefits a product provides to customers. A positioning statement, on the other hand, describes a product and its target consumer and explains how it fills a need in a different way than its competitors.

To craft a positioning statement, a company needs to get clear on a few key facets of its business, such as who it serves and what value it offers. The statement should summarize the one-of-a-kind value customers can expect from the brand and state the brands value proposition. Key elements that every positioning statement should have include the product or service description, target audience, market need, and how the product or service fulfills that need.