14 Examples of Good Positioning Statements & How to Create One?

In today’s digital age of marketing, standing out from the rest of the crowd is a difficult task.

Question: Building a great product is one thing, but how to make sure your brand reaches the right audience with the right message?

This problem has increased the importance of positioning statements now more than ever.

If you have the same question in your mind, keep on reading to know about positioning statements and how they are important.

What is a Positioning Statement?

“A positioning statement is an expression that describes your product, service, target market and  how to fill in the need of the target market.”

A brand positioning statement is usually used internally to make sure all the team, specifically the marketing department, is aligned with the brand promise.

Positioning Statement vs Mission Statement

Often people confuse positioning statements with mission statements, but there is a difference between the two.

A positioning statement is normally used to align internal teams with the company mission, but often it can be shared with the target audience as well.

Mission statement, on the other hand, is the face of the brand that is created to be shared with the audience.

Why Do You Need a Positioning Statement?

The positioning statement is a way to share your brand’s value proposition and features with your target audience and your office.

A good positioning statement answers the following questions:

●       Who will you serve?

●       What product/service will be offered?

●       How will you offer it?

●       How does it benefit your customers?

●       How are you better than your competitors?

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Positioning Statement Examples You Need to See

  1. Coca Cola

    coca cola

    “For individuals looking for high-quality beverages, Coca-Cola offers a wide range of the most refreshing options — each creates a positive experience for customers when they enjoy a Coca-Cola brand drink.

    Unlike other beverage options, Coca-Cola products inspire happiness and make a positive difference in customers’ lives, and the brand is intensely focused on the needs of consumers and customers.” (source)

    Takeaway: Coca-Cola focuses on its drink to be refreshing that creates a positive experience and inspires happiness.

  2. Pepsi

    “Pepsi is for people who want great tasting soda, and it offers a unique cola flavor that is great for all different types of occasions. Pepsi stands out by being a youthful, forward-thinking company that has been around for many years.” (source)

    Takeaway: A great tasting beverage from the company that is youthful and forward-thinking.

  3. Amazon

    “For consumers who want to purchase a wide range of products online with quick delivery, Amazon provides a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer obsession, passion for innovation, and commitment to operational excellence.” (source)

    Takeaway: Amazon’s brand positioning statement focuses on a one-stop solution with quick delivery that focuses on customer experience

  4. HubSpot

    “Since 2006, HubSpot has been on a mission to make the world more inbound. Today, over 68,800 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers.

    Comprised of Marketing Hub, Sales Hub, Service Hub, and a powerful free CRM, HubSpot gives companies the tools they need to Grow Better.” (source)

    Takeaway: HubSpot offers an inbound way to attract, engage and delight customers through their award-winning software.

  5. Apple


    “For individuals who want the best personal computer or mobile device, Apple leads the technology industry with the most innovative products. Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet.”

    Takeaway: Apple wants to make an impact on the world with the latest technology and its innovative products.

  6. Microsoft

    “Microsoft is targeted toward computer users who need work-related software tools for business and personal use. Microsoft helps customers see how efficient a PC can be when the right software suite is in place and makes them feel like they’re always taking the next big step with new updates.” (source)

    Takeaway: Unlike Apple, Microsoft focuses on the category of software (Instead of innovation) used for business and personal use. Their quick updates keep the user base up to date and secure.

  7. Nike

    “For athletes in need of high-quality, fashionable athletic wear, Nike provides customers with top-performing sports apparel and shoes made of the highest quality materials. Its products are the most advanced in the athletic apparel industry because of Nike’s commitment to innovation and investment in the latest technologies.” (source)

    Takeaway: Nike promises fashionable athletic wear that gives athletes an edge in the performance that no one else can.

  8. Tesla

    “Tesla helps environmentally-progressive people who want to protect their environment and save money over the long haul. Tesla uses software to update their automobiles and solves the environmental issues of using gasoline by going electric. It is for customers who want a combination of savings, innovation, and awareness.” (source)

    Takeaway: Tesla’s positioning strategy is to focus on environmental protection by offering gasoline alternative electric cars and the network to charge the cars.

  9. Mailchimp

    “Mailchimp is an all-in-one Marketing Platform for small businesses. We empower millions of customers around the world to start and grow their businesses with our smart marketing technology, award-winning support, and inspiring content.” (source)

    Takeaway: Focused on small businesses, Mail chimp offers an all-in-one marketing platform with exceptional support and helping content.

  10. Slack

    “Slack is the collaboration hub that brings the right people, information, and tools together to get work done. From Fortune 100 companies to corner markets, millions of people around the world use Slack to connect their teams, unify their systems, and drive their business forward.” (source)

    Takeaway: Slack is a collaboration tool for teams to work together, be it an enterprise or a small company.

  11. Emirates Airlines

    “To frequent business travelers seeking to fly experience with high comfort and convenience, Emirates is the perfect luxurious airline because it provides non-stop flights, quality service, and modern entertainment system.” (source)

    Takeaway: Emirates focus is on frequent flyers. They promise to make their experience luxurious and comfortable.

  12. McDonald


    “For individuals looking for a quick-service restaurant with an exceptional customer experience, McDonald’s is a leader in the fast-food industry, with its friendly service and consistency across thousands of convenient locations. McDonald’s’ dedication to improving operations and customer satisfaction sets it apart from other fast-food restaurants.” (source)

    Takeaway: their goal is to be a quick-service restaurant with exceptional service and dedication to a quality environment across thousands of their branches around the globe.

  13. Facebook

    “Facebook is for social-seeking people who want to stay connected to old friends and meet new ones as well. It offers a unique way to digitally enhance your social life and keep customers happy by helping them be a part of the things they enjoy with the people they want to be around.” (source)

    Takeaway: This is for people who want to stay connected with old friends and meet new like-minded people digitally.

  14. Walt Disney

    “For the young and young-at-heart, Walt Disney World is the theme park that best delivers on an immersive and magical experience because Walt Disney World, and only Walt Disney World, connects you to the characters and worlds you most desire.”

    Takeaway: A magical theme park where you connect with the virtual characters you love.

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How to Write a Positioning Statement?

Template for positioning statement
  1. Keep it to the Point

    The purpose of your positioning statement is to make clear what your goal is and how you intend to achieve the target. Keep it simple, and to the point, so everyone can understand. Be precise enough to convey the message without going into long detailed content.

    Pro Tip: keep it no longer than three to five sentences.

  2. It Should Reflect Your Core Values

    A business always has a “WHY” at the center as its core value, i.e., why the brand was created.

    Your business should always focus on its core values in its positioning statement.

  3. Try to Make it Unique

    Your brand positioning statement should be unique to your organization and your strategy. It should address the problems your organization is aiming to solve. Focus on how you are unique and not like other brands. Emphasize should be on your qualities.

  4. What Problem Are You Going To Solve?

    Who does your business serve? What problem your product or service is going to solve for your target audience?  This is one of the most critical aspects of your brand positioning statement.

    Pro Tip: You can take inspiration from the problem statement. You can start by creating a problem statement and its solution, which can be added to your brand positioning statement.

  5. A Guideline to Align Your Business With

    The purpose of the whole brand positioning statement is to use it as an internal guideline and see if all the efforts, be it marketing, sales, support, or production, align with your goals.

    As the company grows and your brand position strengthens, you might need to modify the positioning statement. Make sure it has room for growth and is not stagnant to accommodate any change.


Now that we know what a brand positioning statement should look like, here is a simple positioning statement template that you can use.

For [your target market]

who [target market problem/need],

[your brand name] provides [main benefit /advantage over your competitors]

because [reason why target market should believe your differentiation statement].

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While the prime purpose of a positioning statement is to align company-wide efforts (especially marketing efforts and their advertising campaigns) to a single goal, it still can be shared with target markets if needed.
Marketers need to know their target audience when they are in the process of creating their marketing campaigns. A brand positioning statement can guide them on which audience to target and plan a to-the-point strategy to attract the target customer


Positioning statements are like a guidebook for a business, but only much smaller. A firm creates its brand positioning statement to crosscheck if its product or service follows the company mission.

You can use the templates and examples mentioned above to create your own.

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