The 'relationship' statement of the company. A "Positioning Statement" is a short, specific, definitive statement to place you in the unique ‘position’ the company aspires to earn, or currently holds.
A comprehensive statement will have three bases1 – industry, geographic scope, and ranking.
- Industry definition can be conventional or creative; for Dow Jones a “business knowledge” category was created in which it could credibly lead.
- Geography establishes the regional, national or global scope of the company’s leadership aspirations.
- Ranking establishes a comparative position to which the entity aspires, within its chosen industry and geography… usually "the leading," premier, preferred, or one of the leaders.
An ideal positioning statement has both aspirational and defining properties. It is therefore a company "goal" and as such it must be earned, every day.
Example: The Schafer Group is quickly becoming the premier consultant in the Southwest US for Brand Building , Lead Generating web solutions.
1 | As defined by Tony Spaeth. Leading consultant in corporate identity as a management tool.