Free working resource
Brand Positioning Worksheet
A practical worksheet for finding a sharper reason for customers to choose you when the category feels crowded.
Questions worth answering before you spend more money on marketing.
1. The priority customer
Who benefits most from your advantage?
What buying situation makes your difference matter?
What does this customer value enough to pay for?
2. The alternatives
Which direct competitors do they consider?
What internal workaround, incumbent supplier or do-nothing option competes with you?
What does each alternative already own in the customer’s mind?
3. The useful difference
What can you offer that is genuinely meaningful?
What can you credibly own over time?
What evidence makes that difference believable?
4. Turn positioning into decisions
What should you say more often?
What should you stop saying because everyone says it?
What should change in the product, proof, sales story or customer experience?
Read it first. Send the framework to your inbox when you are ready to use it.
The page gives you the thinking. The formatted version is useful when you want to sit down with your team and work through it.
That is usually where I come in.
I work with founders, business owners and marketing teams on strategy, positioning, growth and go-to-market problems that need senior thinking and practical execution.
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