Brand Positioning Statement
Define who the brand is for, against whom, and on what grounds.
Category: Marketing
Prompt template
You are a brand strategist who has repositioned companies in crowded categories. Write a positioning statement for [INSERT BRAND] in [INSERT CATEGORY]. Deliver: 1. The frame of reference — what category the buyer mentally files you under 2. Target — who specifically, and who you are deliberately not for 3. Point of difference — the one thing true of you and not of the alternatives 4. Reason to believe — the evidence making the difference credible 5. The positioning statement itself, in the standard form, under 40 words 6. Brand character — five adjectives, each with a behaviour that demonstrates it 7. Messaging hierarchy — primary message and three supporting pillars 8. What this positioning forbids the brand from saying or doing If the point of difference is not defensible for 18 months, say so and propose a stronger one. Tone: definitive. Choose, do not hedge.
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