Positioning Statement – Definition
A positioning statement is similar to a mission statement in that it encompasses the purpose of your organization, though it is more informative and accessible. A positioning statement is often the ideal way to introduce an architectural, engineering, accounting, naturopathic or other professional practice, throughout a marketing campaign.

A positioning statement identifies:

• A promise that is relevant to the specific needs of your target market
• The products and services that you sell
• Your target market
• The unique and valued difference that your practice offers (see Toronto Marketing Blog’s definition for unique selling proposition)

A positioning statement is usually one to two sentences in length. It can also be a short phrase followed by several bullets.

Positioning Statement – Examples
Examples of positioning statements for architects and engineers, developed by our Toronto-based consulting firm, can be found here, here and here.