8 sharp examples of brand positioning statement examples (and why they work)

Real-world examples of brand positioning statement examples

Let’s start where your brain actually wants to start: with real examples. I’ll use a simple pattern for each positioning statement:

For [target customer] who [context or problem], [Brand] is the [category] that [core benefit], because [reason to believe].

You don’t have to copy this word-for-word, but you’ll see it running underneath all the best examples.

Example of a classic mass-market positioning: Coca‑Cola

Positioning statement (reconstructed):
For people of all ages who want to enjoy life’s simple moments, Coca‑Cola is the sparkling soft drink brand that delivers uplifting refreshment and a feeling of shared happiness, because it has a familiar taste, global availability, and a long heritage of bringing people together.

Why this works:

• Target is broad but emotionally specific: people who want to enjoy simple moments.
• Category is clear: sparkling soft drink.
• Benefit is emotional, not functional: uplift, happiness, togetherness.
• Reason to believe leans on heritage and ubiquity.

This is one of the best examples of brand positioning statement examples that lean heavily on emotion instead of features. Notice there’s nothing about ingredients, calories, or price. The brand isn’t competing on rational points; it’s competing on how it wants you to feel.

Example of focused premium positioning: Tesla (EV segment)

Positioning statement (reconstructed):
For tech-forward drivers who want high-performance, sustainable transportation, Tesla is the electric vehicle brand that delivers cutting-edge driving experiences and continuous software improvements, because it combines advanced battery technology, over-the-air updates, and a proprietary fast-charging network.

Why this works:

• Target: tech-forward drivers, not just “people who need a car.”
• Category: electric vehicle brand, not generic auto manufacturer.
• Benefit: performance + sustainability + tech status.
• Reason to believe: tech stack, charging network, software updates.

As you review these examples of brand positioning statement examples, pay attention to what’s excluded. Tesla doesn’t try to win minivan shoppers. Positioning is as much about who you’re not for as who you are for.

Example of everyday digital utility: Spotify

Positioning statement (reconstructed):
For listeners who want instant access to the audio they love, Spotify is the digital audio streaming service that delivers personalized music and podcasts on any device, because it uses data-driven recommendations, cross-platform apps, and a massive global catalog.

Why this works:

• Target: listeners who value convenience and personalization.
• Category: digital audio streaming service, not just “music app.”
• Benefit: personalization + ubiquity (any device) + breadth of content.
• Reason to believe: recommendation algorithms and catalog size.

This is one of the more modern examples of brand positioning statement examples because it bakes in a 2024 reality: personalization is table stakes. The positioning explicitly leans on data and AI-powered recommendations as proof.

Example of health & wellness positioning: Fitbit (wearables)

Positioning statement (reconstructed):
For health-conscious individuals who want to stay active and understand their daily habits, Fitbit is the wearable fitness tracker brand that turns everyday movement into clear, motivating insights, because it combines easy-to-wear devices, intuitive apps, and evidence-informed activity metrics.

Why this works:

• Target: health-conscious, not elite athletes.
• Category: wearable fitness tracker brand.
• Benefit: clarity and motivation, not just “step counting.”
• Reason to believe: devices + app + metrics grounded in health research.

If you’re in health or wellness, you should also be aware of how evidence and guidelines shape what feels credible. Sources like the U.S. Centers for Disease Control and Prevention (CDC) regularly publish physical activity recommendations that brands can align with for added trust (CDC physical activity guidelines).

Example of B2B SaaS positioning: Slack

Positioning statement (reconstructed):
For teams that need to move work forward quickly, Slack is the business communication platform that replaces scattered email threads with organized, searchable channels, because it centralizes conversations, integrates with existing tools, and works across devices.

Why this works:

• Target: teams (not individual consumers).
• Category: business communication platform.
• Benefit: speed and organization.
• Reason to believe: channels, search, and integrations.

B2B marketers often overcomplicate their messaging. Among the best examples of brand positioning statement examples in SaaS, Slack stands out for using plain language: replace email chaos with organized channels.

Example of challenger positioning: Dollar Shave Club

Positioning statement (reconstructed):
For men who are tired of overpaying for branded razors, Dollar Shave Club is the subscription grooming brand that delivers quality blades and personal care products at an affordable price, because it ships directly to your door with no retail markup and no unnecessary gimmicks.

Why this works:

• Target: men frustrated with razor pricing.
• Category: subscription grooming brand.
• Benefit: fair price + convenience.
• Reason to believe: direct-to-consumer model and stripped-back branding.

This is a classic example of brand positioning that explicitly defines the enemy: overpriced, overpackaged razors. When you analyze examples of brand positioning statement examples from challenger brands, you’ll often see that contrast baked into the wording.

Example of sustainability-first positioning: Patagonia

Positioning statement (reconstructed):
For outdoor enthusiasts who care about protecting the planet, Patagonia is the outdoor apparel and gear brand that helps them enjoy wild places while actively preserving them, because it invests in durable products, repair programs, and environmental activism.

Why this works:

• Target: outdoor enthusiasts with strong environmental values.
• Category: outdoor apparel and gear brand.
• Benefit: you can enjoy the outdoors while supporting conservation.
• Reason to believe: activism, repair programs, and transparent supply chain.

Sustainability isn’t just a buzzword here; it’s the core of the positioning. If you’re working on your own statement in 2024–2025, remember that consumers are increasingly skeptical of vague claims. Organizations like the Federal Trade Commission (FTC) publish guidance on environmental marketing claims (FTC Green Guides overview), which is worth reviewing if your positioning leans into “green” territory.

Example of education / learning positioning: Duolingo

Positioning statement (reconstructed):
For people around the world who want to learn a new language in a fun, low-pressure way, Duolingo is the language-learning app that turns short daily lessons into long-term progress, because it uses gamified exercises, spaced repetition, and bite-sized content you can complete anytime.

Why this works:

• Target: global, casual learners, not formal students.
• Category: language-learning app.
• Benefit: progress that feels light and playful.
• Reason to believe: gamification and learning science.

If you’re in education or training, it’s worth looking at research from universities and education departments. For instance, U.S. Department of Education–supported work on learning science and digital tools is often summarized through resources linked from ed.gov (U.S. Department of Education resources). These can inform the “reason to believe” in your own positioning.

How to reverse-engineer these examples of brand positioning statement examples

Once you’ve read a handful of real examples, you start to see the structure. Nearly every strong positioning statement quietly answers the same five questions:

• Who is this really for? (target customer)
• In what context or category do they see us? (frame of reference)
• What problem or desire are we addressing? (need)
• What outcome do they get that they care about? (benefit)
• Why should they believe we can deliver it? (proof)

When you look at the best examples of brand positioning statement examples—Coca‑Cola, Tesla, Patagonia, and the rest—what stands out is not fancy phrasing. It’s specificity.

A simple fill-in-the-blanks template

You can use this as a working draft:

For [specific audience] who [problem / context], [Brand] is the [category] that [primary benefit or outcome], because [proof: features, model, expertise, or evidence].

Try writing three or four different versions with different audiences and benefits. Many teams discover that they’ve been trying to serve two or three very different segments with one muddy statement. The exercise of generating your own examples of brand positioning statement examples for each segment can force a strategic decision: who are you actually prioritizing?

2024–2025 trends shaping new examples of brand positioning statement examples

If you’re writing a positioning statement today, you’re not writing into a vacuum. A few macro trends are showing up in newer examples of brand positioning statement examples across industries:

1. AI-assisted experiences as proof, not the headline

Brands are increasingly using AI for personalization, recommendations, and automation. But the sharper statements don’t lead with “AI” as the benefit. Instead, they say things like:

For busy small business owners who want clean books without hiring a full-time accountant, AcmeLedger is the AI-assisted bookkeeping service that keeps your finances accurate and audit-ready in the background, because it automatically categorizes transactions, flags anomalies, and syncs with your bank.

Notice how AI is part of the reason to believe, not the entire pitch. This aligns with broader research on technology adoption: people care less about the tool and more about the outcome. (For perspective on tech adoption patterns, see resources from organizations like the National Institute of Standards and Technology at nist.gov).

2. Subscription and membership models baked into the category

From software to razors to meal kits, recurring revenue is standard. Modern positioning statements often define the category itself as a subscription or membership, as you saw with Dollar Shave Club. This signals predictability and convenience right in the category:

For families who want healthy dinners without weekly planning, WeeknightBox is the subscription meal-kit service that delivers pre-portioned ingredients and nutritionist-designed recipes, because it sources seasonal produce and adapts to your dietary preferences over time.

Here, the subscription model is part of the proof: it’s how the brand delivers ongoing value.

3. Credibility and evidence in health and wellness

In health, fitness, and nutrition, audiences are more skeptical than ever. Positioning statements in these categories often reference evidence-based methods or professional oversight as the reason to believe. For example:

For adults managing high blood pressure who want support beyond clinic visits, HeartTrack is the remote monitoring service that helps you and your care team stay on top of your numbers, because it uses FDA-cleared devices, secure data sharing, and care plans informed by current guidelines.

If you’re in this space, it’s smart to understand how organizations like the National Institutes of Health (NIH) and Mayo Clinic communicate about conditions and treatments (NIH health information, Mayo Clinic patient care & health information). That language can inform your own “reason to believe” without drifting into medical claims you can’t support.

Turning insights from these examples into your own statement

Reading examples of brand positioning statement examples is only useful if you translate them into action. Here’s a practical way to move from theory to your own draft.

Step 1: Write the brutally honest version

Forget polish. Write the most direct, slightly blunt statement you can:

For [who] who [biggest frustration], [Brand] is the [plain-English category] that [real benefit], because [how you actually do it].

If your honest version sounds something like:

For freelance designers who hate chasing invoices, PayFast is the billing tool that gets you paid faster, because it automates reminders and late fees.

…you’re in great shape. You can always refine the wording later. What matters is that the core idea is sharp.

Step 2: Pressure-test against competitors

Take three or four competitors and write their positioning statements as you think they’d write them. If you can swap your brand name into theirs without anything breaking, your positioning isn’t differentiated enough.

When you look at the best examples of brand positioning statement examples—Tesla vs. traditional automakers, Slack vs. email—you’ll notice you cannot simply swap names. The statements are anchored in different targets, benefits, or proof points.

Step 3: Check for internal alignment

A positioning statement is not just a marketing slogan. It should guide:

• Product decisions
• Pricing and packaging
• Sales scripts
• Content and campaigns

Share your draft with product, sales, and leadership. Ask one question: “If this is true, what would we stop doing?” If the answer is “nothing,” your statement is still too generic.

FAQ: examples of brand positioning statement examples

Q1. What is a simple example of a brand positioning statement for a startup?
Here’s a lightweight example of a positioning statement for an early-stage productivity app:

For remote professionals who struggle to keep focus at home, FocusLane is the distraction-blocking app that protects deep work time, because it schedules focus sessions, blocks distracting sites, and tracks your progress over weeks.

It’s short, specific, and clear about who it’s for and what outcome it promises.

Q2. How many examples of brand positioning statement examples should I create for my company?
Internally, it’s useful to draft multiple versions—one per major customer segment or use case. But you should commit to one primary statement that drives your brand-level messaging. Additional examples of positioning can live under that umbrella for specific products or verticals.

Q3. Can I use these examples of brand positioning statement examples as-is for my business?
You can absolutely use the structure, but copying the wording is a mistake. Your customers, category, and proof points are different. Treat each example of a positioning statement as a template to adapt, not a script to reuse.

Q4. How long should a positioning statement be?
Most effective statements are one to three sentences. Long enough to include the audience, category, benefit, and proof—but short enough that your leadership team and sales reps can remember it without reading.

Q5. Where should I keep and use my positioning statement?
Keep it in your brand guidelines, sales playbooks, and product strategy docs. It’s not necessarily meant for your homepage word-for-word, but it should inform the messaging you use there. When you look at the best examples of brand positioning statement examples, you’ll notice they sit behind the scenes, quietly steering everything from taglines to ad campaigns.