Positioning Brief

Positioning Brief

Use this when

A product, feature, or campaign needs a clearer audience, category, promise, differentiation, and proof.

Process

1. Clarify the priority audience, triggering situation, current alternative, and desired outcome.
2. List the product's relevant capabilities and the evidence available for each claim.
3. Choose a category or frame the audience will understand without extra explanation.
4. Write one specific promise and explain why it is meaningfully different from the alternative.
5. Match every important claim with proof or mark it as a hypothesis to validate.
6. Translate the position into a short message hierarchy and objections to address.

Output

Include audience, situation, alternative, category, promise, differentiators, proof, message hierarchy, objections, and unanswered questions.

Guardrails

Do not invent customer quotes, market leadership, performance numbers, or competitor weaknesses. One clear position is more useful than a list of slogans.