Most businesses don't have a positioning problem. They have a clarity problem. A great positioning statement solves both — in one sentence that makes the right people feel like you're reading their mind.

What a Positioning Statement Is (And Isn't)

A positioning statement is a single, precise sentence that defines who you serve, what you help them achieve, and what makes your approach uniquely valuable. It lives at the intersection of your expertise, your audience's need, and the gap in your market.

It is not your tagline. It is not your mission statement. It is the internal north star that makes every other brand decision — copy, design, pricing, targeting — dramatically easier.

The Formula

This is the framework we use with every client at BABWJP:

The Positioning Formula
"We help [specific person] who [specific struggle] achieve [specific outcome] through [unique approach] — without [common frustration]."
→
[specific person]Not "small businesses." Try: "first-generation entrepreneurs launching their first service business."
→
[specific struggle]The problem in their language: "who are stuck trying to differentiate in a crowded market."
→
[specific outcome]A tangible result: "build a brand identity that commands premium pricing."
→
[unique approach]Your method: "through our 4-Part Brand Foundation Framework."
→
[common frustration]What they're tired of: "without spending months in strategy sessions that never lead to execution."

Real-World Positioning Examples

Brand Strategy Consultant (BABWJP style):
"We help ambitious entrepreneurs who are tired of blending in build a brand identity that opens doors — through strategic positioning and full implementation, not just advice."

Business Coach:
"We help service business owners who've plateaued at $10K/month break through to consistent $30K+ months — through revenue system redesign, without the burnout of working more hours."

WordPress Developer:
"We build WordPress websites for consultants and coaches that convert visitors into booked calls — without 6-month timelines or $20K price tags."

How to Know If Your Positioning Is Working

  1. Your ideal clients say "that's exactly what I need." If people nod slowly and say "yes, that's my problem," you've nailed the pain point.
  2. You stop attracting the wrong clients. Great positioning repels as much as it attracts. If everyone's interested, you're too broad.
  3. Referrals become more precise. When people know exactly what you do and who you help, they refer better fits. Your positioning is doing the marketing for you.

Common Positioning Mistakes

Being too broad: "I help businesses grow" is not positioning. Every consultant on earth says this. What specifically do you do for whom?

Focusing on method instead of outcome: Clients don't buy brand strategy. They buy recognition, premium pricing, and the feeling that their business finally looks as good as it actually is.

Copying competitors: If your positioning sounds like everyone else in your category, you're not positioned — you're hiding in the crowd.

Spend real time on this. A great positioning statement is worth more than a great logo or a six-month content plan. It's the foundation everything is built on.

Want help developing your positioning? Book a brand strategy session with BABWJP.

JP
Jeremy E.Z. Patton Founder, BABWJP · Consultant · Author

Jeremy E.Z. Patton is the founder of BABWJP (Building A Brand With Jeremy Patton). He helped lead the personal branding movement before it had a name, has consulted for startups through $1B+ companies, and published Preparation For the Treacherous Entrepreneurial Journey in 2021. His tagline — "You Got This, Just Keep Going" — has motivated thousands of entrepreneurs worldwide.

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