That’s the most critical component of a brand positioning statement. It indicates your specific, unique place in the competitive brandscape. It’s your place and no one else’s. It’s not easy to figure out what that might be for your brand. But it’s solid 24k gold for your business when you do.
“One” may, indeed, be the loneliest number. But from a brand positioning (and business success) standpoint, it’s a sure winner.