Brand Strategy • Template

Brand Positioning Statement Template (+ Examples)

A positioning statement is your “north star” for messaging. If your website copy feels unclear or generic, positioning is usually the missing piece.

Back to Brand Strategy Hub Write yours (interactive)

Positioning statement templates

Start with the “Simple” template. If your business is trust-heavy (healthcare, finance, home services), try “Proof-first.”

Simple (best for most small businesses)
Local businesses, service businesses, and e-commerce shops that need clarity fast.

For ___ (ideal customer), ___ (brand) is the ___ (category) that ___ (primary outcome) because ___ (unique approach/proof).

Problem-first (best when pain is obvious)
When customers already feel the pain (e.g., unreliable contractors, confusing software).

When ___ (pain/problem) happens, ___ (ideal customer) chooses ___ (brand) because we ___ (key differentiator) to deliver ___ (outcome).

Proof-first (best for trust categories)
Healthcare, finance, legal, home services—anywhere trust and risk matter.

___ (brand) helps ___ (ideal customer) achieve ___ (outcome) with ___ (proof/credential/guarantee), unlike ___ (common alternative).

Quick test: does your statement pass this checklist?

It names a specific customer type (not “everyone”).
It promises an outcome customers care about.
It includes a differentiator (process, specialization, proof, guarantee).
It avoids buzzwords (“best-in-class,” “innovative,” “world-class”).

10 positioning statement examples

You don’t need to copy these—use them to see what “specific” looks like.

Local HVAC
Trust + reliability

For homeowners who need reliable heating and cooling, Northside HVAC is the home comfort team that shows up on time and fixes it right the first time because our techs are certified and our pricing is transparent.

Boutique gym
Outcome + coaching

For busy professionals who want to feel strong and confident, Iron & Oak Fitness is the small-group training studio that delivers visible results in 8 weeks because every program is coached and personalized.

Neighborhood bakery
Ease + experience

For families celebrating life’s moments, Maple Street Bakery is the neighborhood bakery that makes custom cakes stress-free because ordering is simple and every design comes with a clear mockup.

Online skincare shop
Problem-first

When sensitive skin reacts to “trend” products, shoppers choose CalmSkin because we formulate fragrance-free essentials with dermatologist-backed ingredients to deliver calm, consistent results.

Accounting firm
Contrast with alternative

BrightLedger helps small business owners stay tax-ready year-round with monthly bookkeeping and proactive guidance, unlike “once-a-year” accountants that only show up at filing time.

Home cleaning service
Trust + predictability

SparkHome helps working parents come home to a clean, reset house with vetted cleaners and fixed-rate pricing, unlike services that rotate crews and change pricing unpredictably.

Real estate agent
Identity + reassurance

For first-time buyers, Jordan Lee Realty is the local guide that makes buying feel clear and calm because we educate you weekly and negotiate aggressively on your behalf.

Dog grooming
Differentiator in process

Paws & Polish helps anxious dogs look great without the stress using low-noise tools and patient handling, unlike high-volume groomers that rush appointments.

Meal prep service
Time pain

For people who want healthy meals without the planning, FreshBatch is the weekly meal prep service that makes eating well effortless because menus rotate, macros are clear, and pickup is fast.

Marketing consultant
Clarity + system

Studio North helps service businesses get consistent leads with a simple website + messaging system, unlike “random tactic” marketing that changes every month.

Common positioning pitfalls

If your positioning feels “meh,” it’s usually because of one of these.

Too broad (“for everyone”)

Fix: Pick one primary customer segment for the next 90 days.

Too generic (“quality service”)

Fix: Name your differentiator: guarantee, process, specialization, speed, proof.

Features instead of outcomes

Fix: Lead with the result customers want, then explain the feature that enables it.

No contrast

Fix: Add “unlike ___” to make your positioning sharper (without naming competitors).

Next: turn positioning into messaging pillars

Want to write your statement in one sitting?

The Market Positioning Worksheet walks you through ICP → pain points → value proposition → positioning, then lets you download it.

Use the Market Positioning Worksheet Next: differentiation workshop

Prefer the deep dive? Read the Market Positioning Guide.

Continue Building Your Brand Strategy

Brand positioning statements are part of your complete brand strategy. Explore these related topics to build a comprehensive positioning and messaging system.

Brand Strategy Hub

Brand positioning statements are part of our comprehensive brand strategy framework. Explore positioning, messaging, customer insights, and differentiation to build a complete strategy.

Explore Strategy Hub

Market Positioning

Market Positioning Guide

Complete guide to defining your ideal customer, value proposition, and differentiation that informs your positioning statement.

How to Write a Value Proposition

Learn how to write a compelling value proposition that becomes the core of your positioning statement.

How to Differentiate Your Business

Find your "Only We" differentiator that makes your positioning statement unique and defensible.

Messaging & Positioning

Messaging Pillars Guide

Create 3-5 core messaging pillars that support your positioning statement and guide all communications.

Competitive Differentiation Guide

Learn how to differentiate your brand from competitors, which strengthens your positioning statement.