Positioning Statement

Get Your Bearings:
Develop a Positioning Statement

A single sentence is one of the most powerful marketing tools you can develop. A positioning statement clearly and concisely defines your core target audience, your product or service, and your distinct value by answering three key questions:
1. Who are you?
2. What do you do?
3. Why does it matter to your customers?

It’s a challenge to articulate your value in a single sentence, but it’s essential for getting your bearings. With a sharp positioning statement, you bring clarity and focus to all of your marketing efforts, allowing everyone in your organization to communicate a consistent message in the process. It’s also an invaluable tool for planning design projects! Use it to ensure that all of your materials – your logo, website, packaging and advertising – support your message.

As you begin to reflect on your 2009 marketing efforts and look ahead to next year, a positioning statement is a great way to measure your effectiveness and plan your go-forward strategy. If you already have one, now is also a great time to review and refine it. With an effective positioning statement, you’ll have a compass for all of your journeys into the creative world!


I got this in an email from a design group in Colorado Springs called Design Rangers. I joined their monthy email subscriptions, and thought this might be useful.