How to write your own positioning statement

What you need:

- Brand Name

- What: Category

- How: Differentiation characteristic

- Who: Customer

- Where: Market Geography

- Why: Customer's need state

- When: Customer's underling trend

Write it like this:

[Brand Name]

is the only [What]

that [How]

for [Who]

in [Where]

who [Why]

in [When].

Example:

Harley Davidson

is the only motorcycle manufacturer
that makes loud, big motorcycles
for macho guys (and macho wannabees)
in mostly in United States
who want to join a gang of cowboys
in an era of decreasing personal freedom

This approach is not only essential for communication; it also defines your ideal strategy.