Product, service and/or brand positioning is one of the most critical steps any business can take for marketing success. Yet, it is also one of the most daunting and overlooked facets of branding. This is especially true for small businesses that tend to operate reactively where strategy follows results instead of driving them.

A positioning statement is a brief description of your company’s target audience and how you want those consumers to view your brand. It’s an internal tool used to guide the development of marketing, advertising and business materials. When your position is clear and compelling, it makes purchasing your products over a competitor’s an easier decision for consumers.