Positioning Statement Template: Fill-in-the-Blank Formula

Most personal brands struggle with clarity. They know what they do, but they can't articulate why anyone should care. The result? Generic messaging that gets lost in the noise. A well-crafted positioning statement cuts through this confusion by forcing you to define your unique value in one clear sentence.

Think of a positioning statement as your brand's North Star—an internal compass that guides every piece of content, every conversation, and every strategic decision. Unlike a bio or tagline meant for public consumption, this tool exists to clarify your thinking and ensure consistent messaging across all touchpoints¹.

The Core Formula

The most effective positioning statement follows this proven structure:

[Your brand] is the [category] for [target audience] that [unique benefit], unlike [competitors], because [proof/reason].

This formula forces you to make five critical decisions about your brand positioning. Each blank represents a strategic choice that will differentiate you in your market².

Breaking Down Each Component

Your Brand: This isn't just your name—it's how you want to be known. "Sarah the LinkedIn strategist" is more positioning-forward than simply "Sarah." Consider what modifier or descriptor makes you immediately recognizable in your space.

Category: What business are you really in? This should be specific enough to be meaningful but broad enough to allow growth. "TikTok growth expert" is more precise than "social media consultant."

Target Audience: Who specifically do you serve? "Entrepreneurs" is too broad; "first-time founders in SaaS" gives you a clear avatar to speak to.

Unique Benefit: What outcome do you deliver that matters most to your audience? Focus on the end result, not your process.

Competitors: Who else is vying for your audience's attention? This doesn't have to be direct competitors—it could be alternative solutions or mindsets.

Proof/Reason: Why should they believe you can deliver this benefit? This is your credibility anchor³.

Writing Your Positioning Statement

Step 1: Gather Your Raw Materials

Before filling in the blanks, you need clarity on your fundamentals. Start with your Agency Archaeology—the systematic excavation of your unique advantages and experiences⁴. What have you done that others haven't? What problems have you solved repeatedly?

Next, define your audience with surgical precision. Create a specific avatar: their role, their struggles, their goals, and their current failed attempts at solutions. The more specific you get, the more your positioning will resonate.

Finally, audit your competitive landscape. Who else serves your audience? What do they promise? Where are the gaps in their positioning that you can fill?

Step 2: Draft Multiple Versions

Don't settle for your first attempt. Create three to five variations, experimenting with different angles:

• Problem-focused — Emphasize the specific pain point you solve
• Outcome-focused — Lead with the transformation you deliver
• Method-focused — Highlight your unique approach or process
• Audience-focused — Start with who you serve and why

Each version will reveal different aspects of your positioning and help you identify the most compelling angle⁵.

Step 3: Test and Refine

A positioning statement only works if it resonates. Test your top versions with trusted colleagues, past clients, or your existing audience. Ask specific questions:

• Is it immediately clear what I do?
• Does it differentiate me from others in the space?
• Would you remember this after hearing it once?
• Does it make you want to know more?

Use their feedback to refine your statement until it achieves maximum clarity and impact⁶.

Common Positioning Mistakes to Avoid

Being Too Generic

"I help businesses grow" could describe thousands of consultants. Specificity creates memorability. "I help B2B SaaS companies triple their trial-to-paid conversion rate" immediately positions you as the go-to expert for that specific outcome.

Focusing on Features Instead of Benefits

Your audience doesn't care about your process—they care about their results. Instead of "I provide comprehensive social media audits," try "I identify the three changes that will double your social media ROI."

Making It About You Instead of Them

Your positioning statement should center your audience's needs, not your credentials. Lead with their problem and your solution, not your background and qualifications.

Using Industry Jargon

If your grandmother wouldn't understand your positioning statement, it's too complex. Use language your audience actually uses when describing their problems⁷.

Real-World Examples

Here are positioning statements that demonstrate the formula in action:

Example 1: "Marie Forleo is the business strategist for creative entrepreneurs that transforms passion into profit, unlike traditional business coaches, because she speaks the language of right-brain thinkers."

Example 2: "Ramit Sethi is the personal finance expert for young professionals that automates wealth building without budgeting, unlike traditional financial advisors, because of his psychology-based money scripts."

Example 3: "Tim Ferriss is the productivity guru for ambitious professionals that maximizes results while minimizing effort, unlike time management experts, because of his systematic approach to optimization and experimentation."

Notice how each statement creates a clear mental category while highlighting what makes that person uniquely qualified to serve their specific audience⁸.

Adapting the Formula

While the core structure remains consistent, you can adapt the formula based on your specific needs:

For Service Providers

"[Your name] is the [service type] for [specific client type] that [specific outcome], unlike [alternative solutions], because [unique methodology or experience]."

For Content Creators

"[Your name] creates [content type] for [audience] that [transformation or value], unlike [other creators], because [unique perspective or access]."

For Product Builders

"[Your name] builds [product category] for [user type] that [core benefit], unlike [existing solutions], because [technical or market advantage]."

The key is maintaining the logical flow: who you are, who you serve, what you deliver, how you're different, and why you can be trusted⁹.

Using Your Positioning Statement

Internal Alignment

Your positioning statement serves as an internal decision-making filter. When considering new content topics, partnership opportunities, or service offerings, ask: "Does this align with my positioning?" If not, it might dilute your brand focus.

Content Strategy

Every piece of content should reinforce your positioning. Your positioning statement becomes the thread that connects your LinkedIn posts, newsletter issues, podcast appearances, and speaking topics into a cohesive narrative.

Sales Conversations

While you won't recite your positioning statement word-for-word in sales calls, it should inform how you introduce yourself and frame your value proposition. It ensures consistency across all touchpoints¹⁰.

Team Communication

If you work with assistants, contractors, or collaborators, your positioning statement helps them understand how to represent your brand consistently. It becomes a shared reference point for all brand communications.

Evolution and Iteration

Your positioning statement isn't set in stone. As your expertise deepens, your audience evolves, or market conditions change, your positioning should adapt. Review and refine your statement quarterly, asking:

• Does this still accurately reflect my unique value?
• Is my target audience still the same?
• Have new competitors entered the space?
• Has my proof point become stronger or shifted?

Think of your positioning statement as a living document that grows with your brand¹¹.

Analogy: The Lighthouse Principle

Imagine your personal brand as a lighthouse. Without a clear positioning statement, you're like a lighthouse with a dim, unfocused beam—ships (your ideal audience) can't see you clearly and don't know what you represent. They might notice you in the distance, but they're not sure if you're the beacon they need to follow.

A strong positioning statement transforms your lighthouse beam into a powerful, focused light that cuts through the fog. Ships immediately recognize your unique signal and understand exactly what you offer them—safe passage to their destination. The more precise your beam, the more effectively you attract the right ships while naturally filtering out those that aren't a good fit.

Just as a lighthouse's effectiveness depends on its unique location and distinct signal pattern, your positioning statement's power comes from claiming a specific spot in your audience's mind and consistently broadcasting your unique value.

Conclusion

A well-crafted positioning statement is the foundation of effective personal brand strategy. It forces clarity on the five elements that matter most: who you are, who you serve, what you deliver, how you're different, and why you're credible. This clarity cascades into every aspect of your brand—from content creation to sales conversations to strategic partnerships.

The fill-in-the-blank formula removes the guesswork from positioning. By systematically working through each component, you create a statement that serves as both internal compass and external differentiator. Remember, your positioning statement is a tool for clarity, not poetry. Prioritize precision over perfection.

Start with the formula, test multiple versions, and refine based on feedback. Your positioning statement should feel like putting on a perfectly tailored suit—it should fit so well that it enhances everything else you do. When you nail your positioning, you'll find that everything else—from content creation to client attraction—becomes significantly easier.

References

1. Ries, Al and Jack Trout. "Positioning: The Battle for Your Mind." McGraw-Hill, 2001.
2. Moore, Geoffrey A. "Crossing the Chasm." Harper Business, 2014.
3. Cialdini, Robert. "Influence: The Psychology of Persuasion." Harper Business, 2006.
4. Studio Layer One. "Agency Archaeology Framework." SL1 Creator Operating System, 2025.
5. Heath, Chip and Dan Heath. "Made to Stick." Random House, 2007.
6. Keller, Kevin Lane. "Strategic Brand Management." Pearson, 2012.
7. Miller, Donald. "Building a StoryBrand." HarperCollins Leadership, 2017.
8. Aaker, David. "Managing Brand Equity." Free Press, 1991.
9. Godin, Seth. "Purple Cow." Portfolio, 2003.
10. Adamson, Brent. "The Challenger Sale." Portfolio, 2011.
11. Christensen, Clayton. "The Innovator's Dilemma." Harvard Business Review Press, 1997.