One of the most important—and also one of the most difficult—things a growing organization must do is become crystal clear about what it does and who it does it for.

It seems obvious, but for many companies, succinctly distilling this into a statement executives can rattle off in the hallways of a convention center is harder than it sounds. The difficulty doesn’t stem from not knowing what they do—it often stems from knowing it too well. When you understand your business deeply, the instinct is to explain everything. The result is usually a “kitchen sink” approach that dilutes clarity instead of sharpening it.

Positioning, by its very nature, is an exercise in exclusion. And most organizations are uncomfortable with the idea of excluding anyone. But it’s far better to be one thing for one person than to try to be everything for everyone.

Exclusion Forces Clarity

I’ve written before about how, in UX design, when you try to design for the average, you design for no one—because no one person is average. You’re much better off designing for one person’s specific needs, because many others will share them.

The same logic applies to brand positioning.

A brand positioning statement succinctly describes your product or service, your target market, and how your offering meets a specific need in that market. It’s an internal tool designed to align marketing and messaging with the brand’s purpose—and it forms the foundation for everything from your website hero statement to your campaign territories.

Here are two well-known examples:

Amazon:

For consumers who want to purchase a wide range of products online with quick delivery, Amazon provides a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer obsession, passion for innovation, and commitment to operational excellence.

Nike:

For athletes in need of high-quality, fashionable athletic wear, Nike provides customers with top-performing sports apparel and shoes made of the highest quality materials. Nike’s products are the most advanced in the athletic apparel industry because of our commitment to innovation and investment in the latest technologies.

Each follows a simple format:

For [who is the target market?], [company name] provides [what is the product or service?]. [Company name] sets itself apart by [what are the differentiators?].

This construction forces you to be clear. It makes you define your market, articulate your offering, and name what truly differentiates you.

Another shortcut is to use the formula “discipline for market.” For example:

Six06 Strategy is the leading source of brand, marketing, and AI strategy for brands navigating pivotal moments.

Once you’ve written a positioning statement, test it against these questions:

• Is it memorable and clear?

• Does it differentiate from competitors?

• Can it be consistently delivered?

• Is it credible and authentic to the brand?

If not, refine it until it is.

While you’re sure to find the exercise a difficult one, you’ll also find that the process of refinement can lead to alignment, confidence, and consistency across every part of the business.

That’s the real work of positioning—not just finding the words, but finding the clarity those words represent.