The slogan comes last
A memorable line cannot repair an offer aimed at everyone. First choose the priority audience. Then decide which problem the company wants to be known for solving.
The alternative is wider than competitors
The customer may choose a competitor, hire internally, delay or keep the current process. Positioning should explain why change is worthwhile now. It should also show why the proposed route fits.
Evidence limits the promise
A company can promise only what its experience, product, process or verified results support. If the message outruns the evidence, sales attracts the wrong work. The delivery team carries the cost.
A simple test
Ask sales, product and management separately. Who do we serve? What problem do we solve? What is the alternative, and why should the customer choose us? Different answers show that the positioning exists only in the copy.
Practical application
Positioning should change the homepage, offer, qualification criteria, content and the projects the company refuses. If it changes no decisions, it is not positioning.