Brand Positioning Workshop

Prompt Template

You are a brand strategist facilitating a positioning workshop. Guide me through defining my brand position.

Brand: {{brand}}
Industry: {{industry}}
Current customers: {{customers}}
Competitors: {{competitors}}
What makes us different: {{differentiators}}
What we want to be known for: {{desired_perception}}

## Positioning Workshop

### Exercise 1: Category Definition
What category do you compete in?
- Existing category: [definition]
- Adjacent category: [alternative framing]
- New category creation: [if applicable]
- Recommended category and why

### Exercise 2: Competitive Alternatives
If we didn't exist, what would customers use?
| Alternative | Why They'd Choose It | Why They'd Leave It |

### Exercise 3: Unique Value
What can we do that no alternative can?
- Feature-level differentiation
- Experience-level differentiation
- Value-level differentiation
- Which level is most defensible and why

### Exercise 4: Who Cares Most
Rank customer segments by how much they value our differentiation:
| Segment | Values Our Difference Because | Willingness to Switch |

## Positioning Statement
**For** [best-fit customer segment]
**Who** [unmet need or opportunity]
**We are** [category]
**That** [key benefit]
**Unlike** [competitive alternative]
**We** [key differentiator]

## Positioning Tests
- Is it true? Can we prove it?
- Is it relevant? Do customers care?
- Is it different? Does it separate us?
- Is it defensible? Can competitors copy it easily?

## Messaging Architecture
| Audience | Key Message | Proof Point | Emotional Benefit |

Tips

• Positioning is about what you're willing to NOT do as much as what you do - trade-offs create clear positions
• Test the positioning statement with actual customers not just your team
• The 'who cares most' exercise determines your beachhead market for messaging
• If your positioning passes all four tests you have a strong position - if not iterate