Submit a brief

Free tool

Positioning statement generator.

Seven focused questions. A structured first draft of the statement your marketing, sales and suppliers can work from.

7
questions
Free
no sign-up
Private
stays in this browser
0 of 7 answered
01Who it is for

Name the business, its category, the customer and the problem that matters most.

As your customers know it.
What kind of business you are, in a few words.
Be specific. A narrow target sharpens the whole statement.
The problem they most want solved.
02The value

The useful change or outcome the customer receives.

Completes “[business] is a [category] that…”. Use the third person: helps, keeps, turns.
03The difference

The real alternative, and a credible difference your business can support and competitors cannot claim.

The real alternative they would otherwise choose, even doing nothing.
Completes “[business]…”. Use the third person: offers, delivers, guarantees.

Your answers are saved privately in this browser.

The formula

For [target] who [need], [business] is a [category] that [benefit]. Unlike [alternative], [business] [differentiator].

A classic target, need, category, benefit and difference structure. The tool gives the structure; the strength still depends on the decisions inside it. Use the draft to see what is already precise and what still relies on broad language, unsupported difference or an audience that is too wide.

FAQs

Positioning statements, answered

What is a positioning statement?

A positioning statement is a concise internal statement, usually written as two linked sentences. The first identifies who the business is for, what it offers and the value it creates; the second explains the relevant alternative and why the business is meaningfully different. It guides the website, sales conversations and marketing.

What makes a good positioning statement?

Specificity. A narrow, clearly named target, a real alternative the customer would otherwise choose, and a credible difference supported by your business and unavailable to competitors. Vague words like quality, leading or innovative weaken it, because everyone says them.

Is this positioning statement generator really free?

Yes, and no sign-up is required. You answer seven short questions and your positioning statement is yours to copy, print or save straight away.

What positioning framework is this built on?

It uses a classic target–need–category–benefit–difference structure, applied through our strategic practice. The result identifies the customer, their need, the category, the benefit and the difference from the real alternative.

Will the statement be ready to use straight away?

It gives you a strong first draft. Making it genuinely sharp, distinctive and defensible usually needs a human eye, which is what the £45 Positioning Statement Review or a Focus Consultation provides.