Cut throughthe noise.

Brand growth partner

How Two Cut is a London-based brand growth partner that helps brands around the world grow.

Creating brandexperiencesthat engage.

About How Two Cut

We help brands around the world grow, with strategy, content and digital built around your brand and the people it serves.

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01Who we are

We believe that
brands grow…

when creativity,
strategy and
technology…

work together
around real people.

And every message feels
clear, honest and human.

02Our goal

Our goal is to empower people and elevate everyday interactions with brands.

03What defines us

We help brands build trust, engagement and market presence, with four things at the heart of everything we do.

Creative strategy

Clear positioning and a story worth telling, so your brand stands out for the right reasons.

AI, applied well

We understand AI and know where it genuinely adds value, so we put it to work with quality and care, with people always leading.

Content that connects

Film, design and digital work made with craft, to earn attention and move people to act.

Award-winning work

Content that has been recognised with awards, made with the same craft and care as everything we do.

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04What we make

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Journal

What is a brand positioning statement?

By the How Two Cut team · 13 October 2026 · 3 min read

The short answer. A brand positioning statement is one or two plain sentences that say who your brand is for, what it offers and why it is different. It is written for your team, so everyone describes the brand in the same way.

What goes in a positioning statement?

Most have five parts:

Who it is for: a specific group, not "everyone".
Your brand: the name of the product, service or company.
Your category: the market you compete in, so people know what you are.
Your difference: the problem you solve, and why that matters to them.
Your proof: the reason to believe you, such as experience, results or a method.

What is a simple template?

A widely used template reads: "To [who it is for], [your brand] is the [category] that [your difference] because [your proof]."

Here is a made-up example to show the shape: "To independent cafés that want more regular customers, Beanwise is the loyalty app that runs from a single tablet, because it needs no set-up and no extra staff." Only claim what you can deliver every day.

How do you know it works?

Test it against five questions:

Tailored: would it work just as well for a different audience? If so, it is too general.
Simple: can a new colleague repeat it after one read?
Distinctive: swap in a competitor's name. Does it still sound true?
Deliverable: can you keep the promise every day?
Useful: does it help you decide what to say, and what to leave out?

What is it used for?

It is the base for your name, look, tone of voice, website words and sales conversations. It is an internal tool. A tagline, which is the line customers see, is drawn from it.

Can AI write your positioning statement?

It can draft one in seconds, which is handy for getting options on the page. The trouble is that a good statement has to be specific to you and different from your competitors. In a 2024 study of 300 writers, stories written with AI ideas were 10.7% more similar to each other than stories written without them. AI also cannot interview your customers, or know what you can really deliver every day. Use it for first drafts and for questions to ask. Leave the decision to people who know your business.

Common questions

Is a positioning statement the same as a tagline?

No. The statement is for your team. A tagline is a short line for customers, and it comes from the statement.

Is it the same as a mission statement?

No. A mission says why you exist. Positioning says where you stand against the alternatives, for a specific audience. A line can sound inspiring and still not say what makes you different.

How long should it be?

One or two sentences. If it needs a paragraph, it is trying to do too much.

Can we write it ourselves?

You can certainly start. An outside view helps you spot what is hard to see from the inside.

Sources

The figures and claims above come from these pages, as we found them in October 2026.

Keep reading

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Cut throughthe noise.

Creating brandexperiencesthat engage.

Creative strategy

AI, applied well

Content that connects

Award-winning work

Ready to grow your brand?

Let's startthe conversation.

Send us a message

Thank you.

Ready to grow your brand?

Have a story worth telling?

Want to partner with us?