Most positioning statements describe the company to itself: innovative, customer-focused, quality-driven. None of it helps a customer choose, because the alternatives say the same things.
Name the alternative
Write down what a customer would actually do if you did not exist: hire a freelancer, use a template, go to the bigger agency, do nothing. Your position is the difference between you and that, stated in the customer's terms. Faster than the big agency, more reliable than a freelancer.
Then design from it
- Every page, post and pitch should make that difference visible.
- If a design choice does not support the position, it is decoration.
- Re-read the position once a year; alternatives change.
