The X-Y-Z Formula

Creating Your Unique Positioning through Relevance and Impact

Ben Mukoma

4/19/20242 min read

The X-Y-Z Formula

In a crowded marketplace, standing out requires more than just offering a product or service – it demands a clear and compelling brand positioning strategy.

The key to differentiation lies in answering a simple yet powerful statement: "We do X for Y so that they can achieve Z."

This formula encapsulates the essence of your value proposition, target market, and the impact you aim to deliver. Let's explore how to leverage this formula to craft the best positioning strategy for your brand.

Decoding the Formula

  • X: Your value proposition represents the core service or offering you provide. Whether you're a brand strategist, designer, or any other professional, defining your discipline is essential for clarity and differentiation.

  • Y: Identifying your target market or industry is crucial for honing your focus and relevance. Just as salt companies cater to specific dietary preferences or culinary needs, narrowing down your target audience ensures effective communication and engagement.

  • Z: The impact you have on the customer is the ultimate goal of your brand positioning. Whether it's solving a problem, fulfilling a need, or driving positive change, articulating the desired outcome for your customers strengthens your value proposition and resonates with their aspirations.

Creating Your Unique Positioning

By filling in the blanks of the formula, you can craft a positioning strategy that sets you apart and resonates with your audience. For example, "We provide innovative brand strategy and design solutions for tech startups (X) so that they can establish a compelling brand identity and attract investors (Z)."

This statement communicates your value proposition, target market, and the desired impact succinctly and effectively.

Driving Conversions and Engagement

A clear and compelling brand positioning formula not only attracts potential customers but also drives conversions and engagement. By clearly articulating how you can help your target audience achieve their goals or overcome challenges, you instill confidence and trust, leading to increased conversions and customer loyalty.


In the competitive landscape of business, the best positioning strategy is one that succinctly communicates your value proposition, target market, and desired impact. By leveraging the formula "We do X for Y so that they can achieve Z," you can unlock market relevance, drive customer engagement, and propel your brand towards success.

Ready to craft your unique positioning statement? Reach out to our branding experts today for personalized guidance on maximizing your brand's impact and relevance in the marketplace.

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