One Sentence That Shapes Your Entire Brand

A strong positioning statement defines who you serve, what you offer, and why it matters—clearly and concisely. Using a simple structure, your positioning should communicate your unique place in the market while making it easy for teams and customers to understand what you stand for.

Format:
For [target audience], [brand] is the [category] that [primary benefit].

Why it's Important

Aligns your team around what you're really building and for whom
Helps customers quickly understand your value
Provides a filter for product, content, and go-to-market decisions
Reduces inconsistency across messaging, decks, and materials
Makes your differentiation clear in a competitive landscape

How to Implement

Start with your ideal customer profile or top segment
Define your product’s category in terms your audience already understands
Identify your key differentiator or benefit that actually matters to the target
Use the structure:
For [who you're serving]
[Brand] is the [what you are]
That [key value or outcome you deliver]
Keep it short, readable, and free from jargon or buzzwords
Test it with team members and users—do they “get it” immediately?
Rework until it’s both accurate and emotionally compelling
Use it as the root message for all marketing, product, and pitch materials

How You Know You Got It Right

Your team can recall and repeat it without referencing a doc
Prospects or investors understand what you do in seconds
It reflects a real customer pain or aspiration
It fits across your website, pitch deck, and product tour
It sparks alignment, not debate, inside your company
You can evolve it as you grow without starting from scratch
Customers hear it and say, “That’s what I need”

Real-World Examples

Figma

For design teams, Figma is the collaborative interface design tool that makes real-time teamwork seamless.

Calendly

For busy professionals, Calendly is the scheduling automation platform that eliminates the back-and-forth of meeting booking.

Gusto

For small business owners, Gusto is the all-in-one payroll and HR platform that simplifies team management.

Make It Better

Focus on a single audience and single benefit—even if you do more
Use familiar language, not internal feature terms
Let your positioning guide product focus and roadmap priorities
Use the positioning as a test before adding new segments or features
Tie positioning to the emotional win, not just the functional one

Don't Make These Mistakes

Trying to include every feature or audience in one sentence
Using generic words like “platform,” “solution,” or “innovative” with no context
Copying competitor phrasing without owning your unique angle
Writing something that only makes sense to your team
Leaving the statement in a doc instead of using it company-wide