A positioning statement is a concise description of how a brand, product, or service fits into the market and how it differs from competitors. It defines the unique value proposition and communicates what makes the offering appealing to the target audience. A well-crafted positioning statement typically includes the target market, the product category, the unique benefit, and the reasons to believe in the product’s superiority. It serves as a guiding message for all marketing and communication efforts, helping to ensure that the brand is consistently positioned in the minds of consumers in a way that aligns with the company’s goals and objectives.