Business Pitch Dictionary by pitch.dog
Competition, differentiation & moats · Core

Positioning statement

Also called: brand positioning statement

ELI5

A concise internal statement of who the offer is for and why it is different.

Used in conversation

“The positioning statement should not become public copy unchanged.”

Definition

An internal formulation identifying target customer, frame of reference, benefit and reason to believe.

Here “Positioning statement” means: An internal formulation identifying target customer, frame of reference, benefit and reason to believe.

Pitch context

You will see “Positioning statement” in strategy decks, market analyses, business plans and planning workshops when the discussion reaches competition, differentiation & moats.

Why it matters: It helps a reader interpret competition, differentiation & moats without confusing the measure, decision, role or evidence being discussed.

Sources & evidence · 5

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.