Is the positioning statement dead?

Some technology branding pros feel that Positioning Statements aren’t useful anymore, that no one really says them in the way they’re written; and it’s better to go straight to your value proposition. 

I don’t agree. Both are important, but they’re aimed at different audiences. 

Your positioning statement is an internal statement that explains your brand’s core commitment, who the brand is for, what makes it special, and why it matters. It aligns your team around your brand’s game plan, and helps everyone in the company understand your brand’s unique place in the market. It helps guide decisions about products, marketing, and customer experience.

Your value proposition is 100% customer-facing and explains how your offering solves a specific problem, the benefits it delivers, and why it’s better than competitor offerings.

You need both.