positioning

name	positioning
description	Define product/brand positioning - target, category, differentiator, and proof - as the foundation every asset works from. Use at the start of a brand/campaign or when messaging feels muddled.

positioning

Positioning is the decision the rest of marketing executes. Get it sharp before writing copy.

Process (a positioning statement)

1. Target: the specific customer who feels the problem most acutely.
2. Category / frame of reference: what you're an alternative to (the mental shelf you sit on).
3. Differentiator: the one thing you do better/differently that the target values - and competitors can't easily claim.
4. Proof / reason to believe: why it's credible (substantiated - truth-claims).
5. Statement: "For [target] who [need], [product] is the [category] that [differentiator], because [proof]."

Output

• The positioning statement, the differentiator, the proof points, and the messaging hierarchy (1 core message
  • 3 supports) every asset should ladder up to.

Guardrails

• Differentiate - avoid interchangeable category clichés ("easy, powerful, all-in-one").
• Proof must be substantiated, not aspirational. One target, one core message.