How to Develop Your Positioning Statement with Artificial Intelligence

🧠 How to Develop Your Positioning Statement with Artificial Intelligence

By Dr. Carlos Valdez – MercadotecniayVentas.com
📅 Videoblog – June 14, 2025

“Do you know how a professional brand stands out from the rest of its competitors?
👉 It has a clear positioning statement.
Do you already have yours?
If not, this post is for you.”

Hello! I'm Dr. Carlos Valdés, founder and director of MercadotecniayVentas.com.

📌 This Week’s Topic: Your Positioning Statement

One of the core pillars of any communication strategy is having a clear, coherent, and strategic positioning statement.

And today, I’ll show you how to develop one using tools like ChatGPT.

This is a very important task. Why?

Because if you don’t define how you want to be perceived, the market will do it for you.

🧠 What Is a Positioning Statement?

A positioning statement is an internal document that guides all your brand communications. It’s a strategic synthesis that answers four essential questions:

1. Who are you as a brand?
2. Who do you serve?
3. What makes you different?
4. Why are you relevant?

It’s a tool crafted exclusively by marketers—no one else in the company will create it. That’s why it’s your responsibility, as a marketing and communication professional, to define it and ensure your brand has a unique, consistent, and powerful voice.

📖 A Brief History of the Concept

The concept of positioning began to take shape in 1969, when Jack Trout published an article in Industrial Marketing, explaining that consumers use positioning as a mental tool to organize information in a brand-saturated market. While that first mention went largely unnoticed, it laid the conceptual foundation for what was to come.

The term gained widespread recognition in 1972, when Al Ries and Jack Trout expanded the idea in a series of articles published in Advertising Age, making a significant impact in the advertising world.

Nine years later, in 1981, they published their landmark book:
📘 Positioning: The Battle for Your Mind,
a work that reshaped how we think about marketing by placing consumer perception at the center of all strategy. Since then, positioning has become one of the most solid foundations in modern marketing.

🧠 Fun Fact: In Chapter 16 of that same book, Ries and Trout were among the first to explore what we now call personal branding. By applying positioning principles to individuals and careers, they laid the groundwork for professionals to manage their reputation and presence strategically in the minds of others.

✅ What You Need Before Using AI

Before asking AI for help, make sure you have these three essentials:

• Your mission and vision
• Your target market
• Your value proposition

These are the foundational ingredients that AI needs to help you craft a message that truly makes sense. Without them, no model will deliver meaningful communication.

🤖 How to Write Your Positioning Statement with ChatGPT

Once you’ve clarified your brand identity, you can use a language model like ChatGPT to structure your positioning in this way:

1. Share the key information:
   “Here’s my mission, vision, value proposition, and target audience…”
2. Use a clear prompt:
   “Act as a brand strategist. Based on this information, write a clear, persuasive, and emotional positioning statement.”
3. Review and adjust:
   Refine the language, change expressions, or add your personal touch.
4. Integrate the final version into all your communication materials:
   Your website, social media, pitch decks, and branded content.

🧾 Practical Template for Your Statement

Here’s a simple yet powerful template to help you write your positioning with clarity:

For [target segment], who need [specific need], our brand [brand name] offers [unique solution], through [method, evidence, or proof].

🧪 Real Example: Mercadotecnia y Ventas' Positioning Statement

To give you a practical example, here’s the positioning statement we use for our own brand:

For students, professionals, and educators in the field of marketing and sales,
who need practical, up-to-date, high-quality training,
our brand Mercadotecnia y Ventas offers 90% free educational content and paid specialized courses in marketing, sales, and artificial intelligence,
through an ethical, academic, and evidence-based approach.

This message guides everything we do—from our blog posts and social content to our free and premium courses—and clearly defines our promise as an educational brand.

🙌 Thank You for One Amazing Year

This first year has been incredible. Thank you for being part of our learning community.
Special thanks to those who:

📈 Enrolled in our courses
🎥 Subscribed to our YouTube channel
🔁 Shared our content with students, colleagues, and teams

See you next week with the next topic from the course:
How to Write SMART Communication Objectives Using AI.

I’ll leave you with this reminder:
In marketing and sales, we must always generate value.

📚 References
• Ries, Al & Trout, Jack. “The Positioning Era Cometh.” Advertising Age, April 24, 1972.
• Trout, Jack. “Positioning is a game people play in today’s me-too marketplace.” Industrial Marketing, June 1969.
• Ries, Al & Trout, Jack. Positioning: The Battle for Your Mind. McGraw-Hill, 1981.