Brandeey The Brand Engine

Positioning

Write a Buyer-Specific Positioning Statement

From a generic positioning line to a buyer-specific statement that creates context.

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14 min read 5 lessons 1 micro-win

Course brief

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From a generic positioning line to a buyer-specific statement that creates context. The goal is not passive reading. The goal is one useful brand decision you can make today.

First lesson

Name the buyer moment

A buyer category is useful, but a buyer moment is stronger.

Lesson path

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  1. 01
    Name the buyer moment The Moment Of Need
  2. 02
    Name the painful problem The Costed Problem
  3. 03
    Name the approach The Approach Clause
  4. 04
    Attach proof The Proof Tail
  5. 05
    Assemble the statement The Five-Part Positioning Line