Why most brand positioning statements are useless (and how to fix yours)

What is a brand positioning statement (and why does it matter?)

A brand positioning statement defines who you serve, what you offer, why it matters, and what makes you different. It’s the north star of your brand strategy, guiding everything from messaging to marketing.

At its core, a brand positioning statement should answer these four questions:

• Who is your ideal customer?
• What problem do you solve for them?
• How do you solve it better than anyone else?
• Why should they believe you?

Here’s the formula most positioning statements follow:

For [target audience], [brand] is the [category] that [key benefit], because [reason to believe].

Example:
“For eco-conscious consumers, Patagonia is the outdoor apparel brand that helps protect the planet because of its commitment to sustainable materials and activism.”

This is strong positioning because it’s specific, differentiating, and emotionally resonant. Patagonia isn’t just an outdoor brand—it’s a brand built on sustainability and activism. Their positioning is why customers actively choose them over competitors.

Now let’s talk about why most brands get this wrong.

Why most brand positioning statements fail

They’re generic and interchangeable

A brand positioning statement should make it immediately clear why you are different from competitors. If you can swap your brand name with another company’s and it still makes sense, your positioning is weak.

Bad example:
“For busy professionals, [Brand X] is the coffee company that provides high-quality coffee because we source the best beans.”

Why it’s bad:

• It doesn’t say anything unique—every coffee company can claim to have “high-quality coffee.”
• It’s vague—what does “high-quality” even mean? Is it about flavour? Sourcing? Brewing method?
• It doesn’t create an emotional connection or specific appeal.

Better example:
“For coffee lovers who value ethical sourcing, Nespresso is the premium coffee brand that delivers convenience without compromising sustainability.”

Why this works:

• It’s targeted—it speaks to people who want premium coffee, not just “busy professionals.”
• It differentiates—Nespresso’s brand isn’t just about coffee; it’s about ethical sourcing, quality, and convenience.
• It taps into a customer value—convenience with a conscience.

If your positioning statement sounds like anyone could say it, it’s time to refine it.

They focus on features, not differentiation

A strong brand positioning statement doesn’t just describe what you do—it makes it clear why you’re different.

Bad example:
“For online shoppers, [Brand Y] is the e-commerce platform that offers fast shipping because we have warehouses worldwide.”

Why it’s bad:

• Fast shipping is an expected feature, not a compelling reason to choose a brand.
• It doesn’t tell us how this brand is different from Amazon, Shopify, or any other e-commerce platform.
• It’s too functional—there’s no emotional appeal or deeper meaning.

Better example:
“For independent sellers, Etsy is the online marketplace that champions creativity because it provides a unique space for handmade and vintage goods.”

Why this works:

• It targets a niche audience—independent sellers, not all e-commerce businesses.
• It emphasises differentiation—Etsy isn’t just another e-commerce site; it’s a platform that supports creativity.
• It creates an emotional connection—Etsy stands for handmade, one-of-a-kind products.

If your positioning statement is just a list of features, it’s not doing its job. You need to focus on why your audience should care and what sets you apart.

They try to be everything to everyone

One of the biggest mistakes brands make is trying to appeal to too many people. When you position your brand too broadly, your messaging becomes watered down and forgettable.

Bad example:
“For businesses of all sizes, [Brand Z] is the software company that provides tools for success.”

Why it’s bad:

• “Businesses of all sizes” is too broad—startups, enterprises, freelancers… who is it really for?
• “Tools for success” is meaningless—every business tool claims to help with success.
• It doesn’t give any insight into what the company actually does or why it’s valuable.

Better example:
“For early-stage startups, Stripe is the payment platform that simplifies online transactions because it offers seamless API integration and instant payouts.”

Why this works:

• It’s narrowed down—Stripe is for early-stage startups, not every business.
• It focuses on a real problem—startups need fast, hassle-free payment processing.
• It differentiates—Stripe’s seamless API is a unique selling point.

Trying to appeal to everyone will make your positioning weak. A more targeted, specific statement will make your brand far more effective.

How to fix your brand positioning statement

Get specific about your audience

If your audience is “everyone,” your positioning is meaningless. Narrow it down to the people who will love you the most. Instead of “businesses,” define whether you’re for startups, corporates, freelancers, or e-commerce brands. Instead of “people who like fitness,” is it gym-goers, endurance athletes, or beginners looking for guidance? The more specific you are, the more relevant your messaging becomes.

Focus on the emotional benefit, not just the functional one

People don’t just buy products—they buy how those products make them feel.

Instead of this:
“For homeowners, Nest is the smart thermostat that controls temperature remotely.”

Try this:
“For homeowners who want peace of mind, Nest is the smart thermostat that creates a safer, more energy-efficient home—without lifting a finger.”

The second version connects emotionally, not just functionally. Nest isn’t just selling temperature control—it’s selling convenience, security, and efficiency.