It’s not something you write and agree upon and have everyone single mindedly do that for years and years. Well, yes, to some extent you need to do that.
But you better not forget that positioning your brand is like walking up a moving downward escalator. Do not forget that every time you try to position yourself, someone else is also repositioning you.
Your positioning is dynamic. Alive and being thwarted daily by your competitors and consumers.
What is your stance now?