Glossary

What is a positioning statement?

A positioning statement is one or two internal sentences that say who the brand is for, what it offers, and why it is different.

Why it matters

It is a working tool, not a tagline. Teams use it to check whether a campaign, a feature, or a design fits the brand.

Example

We help freelancers who wait weeks for payment to get paid in days. Unlike general accounting software, we focus only on invoicing.