The 5-Minute Positioning Statement

A good positioning statement helps people understand who you are, what you do, and why it matters. And an impactful statement prompts people to respond and act quickly!

Having a clear and compelling mission statement lays the foundation for your brand, but it can be really difficult to get right. Instead of wasting hours trying to come up with a lengthy statement no one will remember—or even finish reading—consider using this simple formula we’ve created to help break down your mission into its simplest and purest form. 

Use the formula below to craft a simple purpose statement. This should be one sentence, preferably less than 150 characters, so it can be used on your social media profiles. If you’re having trouble hitting the maximum character count, then try using simpler language.

Remember, the key is for people to quickly understand your mission, so use small words and focus on the overall goal of your organization.

Here’s the formula:

At (organization name) , we (describe what you provide) for (who you serve), so that they can (describe why it matters).

Here are a few examples:

  • At HeartSpark Design, we create excellent brands for nonprofit organizations, so that they can amplify their message and multiply their impact.

  • At Toms, we match every pair of shoes purchased with a new pair of shoes for a child in need, so that they can walk safely and avoid preventable illnesses.

  • At Humble Designs, we furnish homes for the homeless, so they feel a renewed sense of hope and dignity.

Voila! You’ve crafted a simple positioning statement for your organization. Add this single line to your social media accounts and website to really amplify your message. And please share it in the comments below,—we’d love to see what you came up with!

Lauren Atherton
Lauren Atherton
With over 13 years in the creative industry, Lauren uses her award-winning design experience with agencies, startups, and Fortune 200’s to help nonprofit organizations attract support through branding and design.