Worksheet Brand Positioning Statement

Company Information

{{company_name}}

{{company_address}}

Phone: {{phone}}

Email: {{email}}

Website: {{website}}

Worksheet Title

Worksheet: Brand Positioning Statement

Introduction

This worksheet is designed to help {{company_name}} clearly articulate its brand's position in the market. A well-defined brand positioning statement serves as a guiding principle for all marketing and communication efforts, ensuring consistency and relevance.

Date: {{date}}

Section 1: Target Audience

Clearly define your primary target audience.

Who are they? (Demographics - age, gender, income, location): {{target_audience_demographics}}

What are their needs, desires, and pain points related to your industry/product/service?: {{target_audience_needs_pain_points}}

What are their psychographics (values, attitudes, lifestyle choices)?: {{target_audience_psychographics}}

Section 2: Frame of Reference

What market or category does your brand primarily compete in? How do customers currently perceive this category?

Market Category: {{market_category}}

Current Customer Perception of Category: {{customer_perception_category}}

Section 3: Key Competitors

Who are your main direct and indirect competitors? What do they offer, and what are their perceived strengths and weaknesses?

Competitor 1 Name: {{competitor_1_name}}, Offerings: {{competitor_1_offerings}}, Strengths: {{competitor_1_strengths}}, Weaknesses: {{competitor_1_weaknesses}}

Competitor 2 Name: {{competitor_2_name}}, Offerings: {{competitor_2_offerings}}, Strengths: {{competitor_2_strengths}}, Weaknesses: {{competitor_2_weaknesses}}

Competitor 3 Name: {{competitor_3_name}}, Offerings: {{competitor_3_offerings}}, Strengths: {{competitor_3_strengths}}, Weaknesses: {{competitor_3_weaknesses}}

Section 4: Key Differentiating Benefits

What unique benefits does your brand offer that are valuable to your target audience and distinct from your competitors?

Functional Benefits (What it does): {{functional_benefits}}

Emotional Benefits (How it makes them feel): {{emotional_benefits}}

Self-Expressive Benefits (How it helps them express themselves): {{self_expressive_benefits}}

Section 5: Reasons to Believe (Support)

What evidence supports your claims of differentiation? (e.g., product features, technology, customer testimonials, awards, heritage).

Reason 1: {{reason_to_believe_1}}

Reason 2: {{reason_to_believe_2}}

Reason 3: {{reason_to_believe_3}}

Section 6: Crafting Your Positioning Statement

Use the following template to draft your brand positioning statement:

For {{target_audience}}, {{company_name}} is the {{market_category}} that {{key_differentiating_benefits}} because {{reasons_to_believe}}.

Draft Brand Positioning Statement: {{draft_brand_positioning_statement}}

Section 7: Review and Refine

Is the statement clear, concise, and compelling? Does it resonate with your target audience? Is it believable and defensible against competitors? Does it provide clear direction for your brand's future?

Review Notes: {{review_notes}}

Final Brand Positioning Statement: {{final_brand_positioning_statement}}

Authorisation and Signatures

Prepared By: {{preparer_name}}

Title: {{preparer_title}}

Date: {{preparation_date}}

Approved By: {{approver_name}}

Title: {{approver_title}}

Date: {{approval_date}}