It doesn’t necessarily have to be English, but speak in nonjargonese. If your position statement uses any acronyms, the odds are that 1) Most people won’t understand your branding, and 2) Your branding won’t last very long.  For example, “Best JPEG decoder” assumes that people understand what “JPEG” and “Decoder” mean. And 10 years from now, who knows if JPEG will even matter anymore? Not to be an ageist, but a good test is to ask your PARENTS if they understand what your positioning means. It’s a good idea to understand technology .. but it’s a better idea to know how to explain it.