Worksheet Brand Positioning Statement

Company Letterhead

{{company_name}}

{{company_address}}

Phone: {{phone}}

Email: {{email}}

Website: {{website}}

Worksheet: Brand Positioning Statement

Date: {{date}}

Prepared By: {{preparer_name}}

Department/Role: {{preparer_role}}

1. Target Audience

Clearly define your primary target audience.

Who are they? (Demographics, Psychographics)

What are their needs, challenges, and desires? (Problem/Pain Point)

{{target_audience_description}}

2. Frame of Reference

What business category or industry do you compete in?

What alternatives do customers have to your offering?

{{frame_of_reference_description}}

3. Promise / Unique Selling Proposition (USP)

What is the single most compelling benefit your brand offers to the target audience?

What makes your offering unique and superior to alternatives?

{{unique_selling_proposition}}

4. Reason to Believe (RTB) / Differentiators

What evidence or proof supports your unique promise?

What specific features, attributes, or processes make your brand different and credible?

{{reason_to_believe_1}}

{{reason_to_believe_2}}

{{reason_to_believe_3}}

5. Brand Personality / Tone of Voice

If your brand were a person, what would its personality be like?

What tone of voice should your brand use in all communications?

{{brand_personality_description}}

6. Proposed Brand Positioning Statement

Based on the above, draft your brand positioning statement using the following structure:

"For {{target_audience}}, who {{target_audience_need}}, {{brand_name}} is the {{frame_of_reference}} that {{unique_selling_proposition}} because {{reason_to_believe}}."

Proposed Statement: {{proposed_positioning_statement}}

7. Evaluation and Refinement

Is the statement clear, concise, and compelling?

Is it unique and defensible?

Is it relevant to your target audience?

Is it credible?

Can it be easily communicated internally and externally?

Refined Statement: {{refined_positioning_statement}}

Signature Block

__________________________

Name: {{approver_name}}

Title: {{approver_title}}

Date: {{approval_date}}