A positioning statement is a definition of your brand, a shorthand your customers and prospects use to remember who you are. It is clear, concise, and compelling. Some examples:
* 7 UP: “The Uncola”
* Newman’s Own: “Organic food for a good cause”
* Geneseo: “Elite school at an affordable price”
* Disney: “Family entertainment”
If you don’t intentionally position your brand, your customers and prospects will do it for you.