How to write a brand positioning statement and create a lexicon for your brand copy bible

In the world of marketing, a strong positioning statement is crucial for establishing a brand’s identity and differentiation from its competitors. A positioning statement is a concise statement that communicates the unique value proposition of a brand to its target audience, in a way that is succinct and distinctive.

In this blog post, we will discuss how to write a positioning statement for a brand, along with proof points to validate the positioning, and how to select a lexicon of words that the brand uses. This information can be used both internally – in the form of a brand bible, which can be used to brief people who work on your brand as well as to facilitate understanding around your brand to employees – as well as externally, on public-facing platforms, such as your website and social media pages.

Define the Target Audience

The first step in writing a positioning statement is to define the target audience. Who are the customers that the brand is trying to reach? What are their needs and preferences? Defining the target audience will help in crafting a positioning statement that resonates with them.

Example: For a skincare brand that caters to young adults, the target audience could be defined as women aged 18-25 who are interested in natural and organic skincare products.

Identify the Unique Value Proposition

The next step is to identify the unique value proposition (UVP) of the brand. What sets the brand apart from its competitors? What benefits does it offer to its customers? What is its magic? What makes it distinctive and differentiated in the market?

Example: The skincare brand’s UVP could be that it uses only natural and organic ingredients in its products, providing customers with a safer and healthier alternative to traditional skincare products.

Craft the Positioning Statement

Based on the target audience and UVP, craft a concise and memorable positioning statement that communicates the brand’s unique value proposition.

Example: Our skincare products are made with 100% natural and organic ingredients to provide young women with a safe and effective way to care for their skin.

Use Proof Points to Validate the Positioning

To make the positioning statement more compelling, include proof points that validate the brand’s claims. Proof points could be statistics, testimonials, or other evidence that supports the brand’s UVP. These could be written as a paragraph or in bullet points.

Example: Our skincare products have been clinically tested and shown to reduce acne by 50% in just two weeks. Customer reviews rave about how our products have improved their skin’s texture and appearance.

Choose a Lexicon of Words

Finally, choose a lexicon of words that the brand uses consistently across all marketing materials. These words should reflect the brand’s values and messaging and help to build brand recognition and loyalty. It’s also a good idea to define words that you don’t use in reference to your brand.

Example: For the skincare brand, the lexicon of words could include ‘natural’, ‘organic’, ‘formula’, ‘safe’, ‘moisturising’, ‘multifunctional’, ‘effective’, ‘plant-based’, ‘rejuvenating’, ‘brightening’ and ‘revitalise’.
We might choose not to use the words ‘anti-aging’ or ‘scientific’.


In conclusion, writing a positioning statement for a brand is a crucial step in establishing its identity and differentiation from competitors. By defining the target audience, identifying the unique value proposition, crafting a concise positioning statement, using proof points to validate the claims, and selecting a lexicon of words, brands can communicate their message effectively to their target audience and build a loyal customer base.

Full disclosure: Chat GPT was used to write this blog post – with a great brief, of course!