Brand Positioning

Brand Positioning

Boundary

Own strategic market identity and message choices. Writing voice and finished campaign copy are separate. Never manufacture differentiation, competitor weakness, proof, or conversion claims.

Required Inputs

• Audience and priority use case
• Market category, alternatives, and current positioning
• Verified capabilities, outcomes, proof, and limitations
• Brand purpose, values, personality, and business constraint

Workflow

1. State the target segment, buying context, and real alternative, including the status quo.
2. Map category expectations and sourced competitor positions.
3. Identify differentiators that are important, provable, and hard to dismiss.
4. Write the positioning statement: audience, context, promise, category, difference, and proof.
5. Develop emotional, practical, and economic value propositions without inventing outcomes. Frame each proposition in the currency the buyer already counts; demote mechanism and deliverable claims to features.
6. Generate distinct messaging angles and hooks as hypotheses to test.
7. Draft taglines and evaluate clarity, fit, distinctiveness, and claim safety.

Output

1. Positioning statement
2. Competitive frame and differentiation evidence
3. Value proposition and message hierarchy
4. Angle and tagline shortlist with test plan

Quality Gate

• The position makes a real choice and names who it is not for.
• Competitive claims are cited and dated.
• Every promise has proof or an explicit evidence gap.
• Each claim passes the opposite test or is cut, and sits at the right level of the customer's needs.
• Statements tell one self-consistent price story.
• Angles are candidates, not guaranteed performers.

Reference

Use positioning-claim-gates.md for the value-currency, level-fit, price-story, opposite-test, and truth-gate rules when drafting or auditing claims.