How to Write a Meaningful Brand Positioning Statement

Spin Creative • March 19, 2023

Short and to the point, a brand positioning statement helps inform your vision for your brand, as well as how the public perceives it. 

Image of woman with headphones sitting on couch writing

While brand positioning statements are for internal use only, they’re the guidepost you’ll use to develop your brand and your marketing strategy?


How do you write a killer brand positioning statement that aligns with your goals and values? Read on to learn what a brand positioning statement is, and how to explain the benefits your brand brings to the world.


What is a brand positioning statement?


A brand positioning statement should be one or two sentences that explain:


·      What your brand does

·      Who your brand’s target audience is

·      What benefits your brand provides

·      What “proof” you have that you’re the right choice for your audience


In short, a brand positioning statement outlines the benefits your brand brings to your target market. You and your team will use it to guide your vision for the brand, and how you want the public to perceive it. 


Use these tips to craft a concise brand positioning statement


Ready to write your own brand positioning statement? Whether you’re a brand-new brand or you’re in the middle of a rebrand, this simple statement encapsulates the reason why your brand exists. Write a compelling brand positioning statement by:


1.     Understand your industry’s unique history. When you understand what’s gone on in your particular niche in the past, you can understand what it means to your customers. As you get to know the nuances of your niche and where your brand fits in, you can discover ways to distinguish your brand or product from the competition.

2.     Know who you are. Before you write a great positioning statement, you need to know your brand. Outline your target market, research the specific category you’re entering, detail your points of differentiation from the competition and specify how your audience benefits from what you do.

3.     Provide proof. How can you prove that you deliver on your promise to customers? Whether you bake with high-quality ingredients or you have industry-leading turnaround times for construction projects, back up your claims with reasoning to prove that your brand has the edge. 

4.     Keep it brief. Remember that your brand positioning statement should be short—a maximum of three sentences. Keep in mind that you aren’t writing an entire marketing plan; instead, you’re simply creating an overarching statement that lays the foundation for your overall brand vision.


A great brand positioning statement should guide everything you do


The most successful brands understand the importance of focus, highlighting exactly how their brand, and the products and services they sell, positively impact the lives of their customers. It creates clarity around who you serve, and it can even help you justify your pricing strategy. If you need help crafting a brand positioning statement—or any brand-building activity—say hello to Spin Creative. We help you highlight what sets your brand apart, so you can reach your audience and fulfill their specific needs. 



About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.

Purple colored abstract 3D objects with texture from the Microsoft 3D Copilot in Viva Sizzle Video

Designing a 3D Brand Universe for Microsoft Viva + Copilot

By Spin Creative • June 11, 2025
At Spin Creative, we believe the most effective product stories go beyond features—they tap into a clear, emotionally resonant narrative that connects with real people. That’s the lens we brought to our collaboration with Microsoft Viva, where our challenge was clear: create a high-impact video that visually captures how Copilot AI empowers people at work. The end result? A fully 3D-animated brand film designed to wow audiences at executive keynotes, tradeshows, and enterprise events. But how we got there is just as important as what we delivered.
A close up of a person 's face with sun shining behind with a blurry background.

Why Strategy, Storytelling, and Human Insight Still Win in the Age of AI

By Spin Creative • May 30, 2025
At Spin Creative, we’ve always believed that the power of brand storytelling lies in connecting emotionally with real people. But as artificial intelligence transforms industries at lightning speed, many marketing and creative leaders are asking the same question: What’s next for agencies like ours—and how do we continue to drive value in this new era? Here’s our point of view: AI is a powerful new tool—but not a replacement for insight, strategy, and human connection.
A neon sign that says market on it

Navigating the Evolving Landscape of Digital Marketing in 2025

By Spin Creative • March 30, 2025
In 2025, digital marketing continues to be a dynamic force—shaped by shifting consumer behaviors, ever-changing platform algorithms, and increasing privacy regulations. For brands looking to maintain relevance and performance in a crowded space, staying ahead means being strategic, adaptive, and creative. At Spin Creative, we believe that clarity in brand storytelling, paired with a smart digital approach, can help brands rise above the noise.
A black and white photo of lenses and filmmaking accessories in a production case.

How to Build a Winning Video Strategy Using the 4 Pillars of Digital Communications Planning

By Spin Creative • February 8, 2025
A great video marketing campaign doesn’t start with creative—it starts with strategy. To make an impact, your brand needs more than a beautiful video; it needs a plan that aligns with your audience’s needs, your business goals, and the right distribution channels.
Show More