The competitor test
Could a competitor sign it without changing a word? It passes only if the answer is no.
Free worksheet
Seven questions. One sentence your whole business can agree on.
A fillable PDF that walks you through the positioning statement template one part at a time: who you serve, what they need, what they would choose instead, and why you. It ends with five tests that tell you when your statement is finished.
Get the free worksheet
A 7-page fillable PDF. Type into it or print it.
Your worksheet is ready
Download it, save a copy, then work through the seven questions in order.
Want a second opinion when you’re done? Take the free Brand Positioning MRI™ or read the guide with examples.
What’s inside
A cover page, then six working pages.
For [target customer] who [need], [brand] is the [category] that [key benefit]. Unlike [alternative], we [point of difference], because [reason to believe].
Each question on the worksheet fills one bracket. Page 6 puts them together.
Know when it’s finished
Could a competitor sign it without changing a word? It passes only if the answer is no.
Does it make clear who you are not for?
Can you back every claim with something you can show today?
Could a designer choose a look, a tone and a price level from it?
Can a new team member repeat the short version after hearing it once?
Straight answers
Yes. Enter your name and email and the download appears straight away.
Yes. It is a fillable PDF: type straight into it in Adobe Acrobat Reader, Apple Preview, Chrome or Edge, then save. You can also print it and write by hand.
About 45 minutes for a first draft. Most people come back to it a day later to cut and test.
One internal sentence that says who you serve, what you are, the benefit you deliver and why you, not the alternative. Our brand positioning statement guide explains the format with examples.
Use the statement to brief your designer and copywriter, rewrite your homepage headline and open your brand guidelines. Our free brand guidelines template has a positioning section ready for it.
Only if you tick the box to get occasional emails about branding. Either way, your download is ready on the page as soon as you submit.
Done with you
A worksheet organises what you know. It can’t show you what you are too close to see. The Catalyst™ is a one-week positioning sprint with Martina, from $1,200: positioning statement, ideal client profile, messaging and a five-competitor scan.
Written by Martina Boshra, founder of iBrand Identity and creator of The Transmutation Method™. Brand strategist for founders and service businesses across the US, Europe and the Gulf.Last updated: September 2026
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