Positioning is simply what people repeat about you when you are not in the room to correct them

You don't actually own your position — your audience does. Your only real job is to make the sentence they repeat short, true, and genuinely hard to confuse with the competitor down the street.

Test it plainly and without mercy. Could a customer explain what you do and who it is for in one clean line, with your logo removed from the page? If not, the position is still fuzzy and doing no work.

Clever taglines age badly and fast. A clear category paired with a clear promise ages slowly and keeps paying rent for years.

Watch for the trap of describing yourself in words a rival could also claim. If they can borrow your sentence unchanged, it was never yours to begin with.

Bottom line: draft the one sentence you want repeated, then delete every word a competitor could say about themselves too.