Summarize the following:
The positioning statement should encapsulate the primary value of the product or service for the consumer. All your product and marketing decisions for your company brand should align and support your positioning statement. It will act like a roadmap for your company’s marketing team and serve as a guidepost for all your marketing plans. Your positioning statement should also identify the target market for the product and how you are going to market the product to that target market. Every product has a “value proposition”, which means how much the product is worth to its intended consumer. Your positioning statement should be able to communicate the value proposition of the product and provide a strategy for marketing the product based on its value proposition. Your positioning statement should be written for the average reader and be easy to understand and remember. It should also be written specifically for your target market and make claims that are within reason. Your brand or company should be able to deliver on the promises and commitments made in the position statement.  As well, a good position statement will demonstrate how your company will differentiate from other companies and competitors. Your company should be able to “own” its position in the market with this new product, while still being consistent with its existing branding and marketing plan. A good position statement will also leave room for your brand or company to grow into its position in the marketplace. The position statement shouldn’t be a closed statement, and should be looking to the future growth of your company, as well as any adjustments or changes that may be made moving forward.

Summary:
Treat your positioning statement like an internal tool for your company. Identify the target market for the product in the positioning statement. Go for a simple, memorable, and specific position statement.