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Showing posts with label brand messaging. Show all posts
Showing posts with label brand messaging. Show all posts

Sunday, 1 June 2025

Value Proposition vs Positioning Statement

Value Proposition vs Positioning Statement

๐Ÿงญ Value Proposition vs. Positioning Statement: What’s the Difference (and How to Write Both)

If you've ever struggled to explain what your company does or why anyone should care, you're not alone. Two of the most important tools for defining your brand and making it resonate are:

  • The Value Proposition
  • The Positioning Statement

They’re often confused, but each serves a different (and powerful) purpose in how you talk about your product — both externally to customers and internally to teams.

๐ŸŽฏ What’s the Difference?

Aspect Value Proposition Positioning Statement
Purpose Convince customers to choose you Align internal teams on brand strategy
Audience External (customers, clients) Internal (employees, partners)
Focus Benefits, problems solved, uniqueness Market category, audience, problem, differentiator
Length Short (1–2 sentences) Longer but focused
Usage Website, ads, product pages Brand guides, decks, internal strategy
Core Message "Why choose us?" "How we’re positioned and who we serve"

✅ Positioning Statement Template

Use this when defining your place in the market. Great for brand workshops or internal strategy decks.

[Company Name] helps [Target Customer] [Verb] [Positive Outcome] through [Unique Solution] so they can [Transformation] instead of [Villain / Roadblock / Negative Outcome].

๐Ÿงช Example: Airtable

Airtable helps fast-moving teams organize work efficiently through a flexible, no-code database so they can launch projects faster instead of wasting time juggling spreadsheets and tools.

✅ Value Proposition Template

Use this when you need a customer-facing hook — for websites, emails, or product pages. Simple and clear.

We help [Target Customer] solve [Problem] by [Key Benefit / Solution], so they can [Achieve Desired Outcome].

๐Ÿงช Example: Grammarly

We help professionals and students improve their writing by offering real-time grammar and clarity suggestions, so they can communicate confidently.

๐Ÿ“„ Copy-Paste Templates

Positioning Statement:

[Company Name] helps [Target Customer] [Verb] [Positive Outcome] through [Unique Solution] so they can [Transformation] instead of [Villain / Roadblock / Negative Outcome].

Value Proposition:

We help [Target Customer] solve [Problem] by [Key Benefit / Solution], so they can [Achieve Desired Outcome].

๐Ÿง  TL;DR — Think of it Like This:

  • Value Proposition = Why customers choose you
  • Positioning Statement = How your team frames you in the market
  • Both are essential — one sells, the other guides

✍️ Want to Fill These Out Easily?

Would you like a pre-made Google Doc, Notion page, or Miro board version of these templates so your team can collaborate and build your brand strategy fast?

Just drop a message or leave a comment — we’ll send it your way!