When you create a positioning statement, you aren’t creating a product or service. You are creating a basis for everything you do. You are positioning your company in the minds of your potential customers. Positioning is your business’ true identity and its true value.

A positioning statement should say who you are, what business you’re really in, who buys your products or services, what they demand and what unique value you bring to them. Our second draft:

At Penguinate.com, we inspire happiness and creativity in professional adults by helping them embrace their inner child through our handmade stuffed animals and plush toys and their costumes.

Positioning statement, our second draft.

The positioning statement should address a real benefit the target audience wants that separates the business from its competition in a unique or difficult to copy way. Positioning should be benefit focused. Joy. Friendship. Travel. Penguins!

Idea adapted from “Guerrilla Marketing in 30 days.”