positioneringsstatement

A positioneringsstatement, or positioneringsstatement, is a concise description of how a brand or product should be perceived by a specific audience within a defined market category. It serves as a guiding reference for strategy, messaging, and the customer experience, helping to create a clear and distinct brand identity.

Core elements typically include the target audience, the category or frame of reference, the main point of difference or value proposition, and a proof or reason to believe. A common template is: For [target], [brand] is the [category] that [point of difference] because [reason to believe]. Some variations emphasize emotional benefits, functional benefits, or a combination of both.

The positioning statement is used to align internal teams and external partners. It informs advertising concepts, product development, naming, and content strategy. By clarifying who the brand is for, what makes it unique, and why it matters, it helps prevent inconsistent messaging across channels and touchpoints.

Crafting a positioning statement typically involves market and customer insights, competitive analysis, and a clear articulation of value. It should be concise (often one sentence or a short paragraph), testable, and adaptable to different communication formats while preserving core meaning.

Example: For busy urban professionals who need reliable scheduling, Chrono is the calendar app that keeps you on track by syncing across devices and offering smart reminders, because it integrates smoothly with their workflow and minimizes manual setup. This illustrates target, category, point of difference, and proof in a compact form.