How to Write a Company Positioning Statement

If you own your own business and want to convey what your company stands for, what it produces and how your product is needed by the public, write a positioning statement. A company positioning statement should reflect your company's vision. It should be a brief, powerful statement that summarizes who and what your company is. The success of your business depends on writing a great positioning statement.

Instructions

1. Brainstorm. Write down what type of business you have, who your product is targeted to, a list of competitors, how your business is different from competitors and why people should choose your business over others.

2. Refine what you wrote initially. Make each statement as concise as possible. A company positioning statement should only be two or three sentences.

3. Define exactly what kind of business you have. A company positioning statement should easily identify the type of business it is promoting. If you're an accounting firm or advertising agency, say so in your positioning statement.

4. Address how you best meet your customer's needs and include that in the positioning statement. You must inform people how they can benefit by using your company in a single sentence. Specify how your product or services satisfy these needs.

5. Write clearly and concisely. Keep your statement focused. Remember, you only have two sentences or so to get your message across. Be as precise as possible.

Tips & Warnings

• Test your positioning statement on some customers and make necessary changes if it's not as effective as it should be.

• Changes in the marketplace, new competition and changes within your own company can lead to necessary revisions of your positioning statement.