Step 02 of 07 · Position
Position the business so the right customers choose it.
Positioning decides what you say no to. It fixes who the offer is for, what it promises, and why a customer should pick it over the next option.
In this step: Brand, Offer, Differentiation.
The question of this step
Why should this business be chosen?
Second step. It turns the diagnosis into a decision about audience, promise and proof.
What happens in this step
Brand
The name, the claim and the tone, derived from the diagnosis rather than from taste. The brand has to fit the offer and the customer, not only the founder.
Offer
What is sold, in which packages and at what price, written so a customer can compare it in under a minute. For a hotel, this includes the direct-booking offer next to the platform rate.
Differentiation
The one or two reasons you are different that a customer can check for themselves. A claim that cannot be checked stays out.
What you get
One page
Positioning statement
Audience, promise, proof and tone, written so that everyone on the team says the same thing.
Document
Offer structure
The packages and the logic behind the prices.
Checklist
Claims list
The claims you may use, each with the evidence behind it.
Signs you need it
If one of these sounds familiar, this step is worth a look.
- Customers compare you on price only.
- Team members describe the business in different ways.
- The website text could belong to any of your competitors.
Where this step shows up in our work
Client · Pre-launch
Dadication
Brand strategy and product positioning for a new US e-commerce brand.
Role · Live
DO GOOD International
Storytelling structure for an international non-profit initiative.
Concept
Aurelian Grand
Brand concept and positioning for a fictional luxury hotel.
This step is part of larger projects. Scope and price are agreed on a call and confirmed in writing before work starts.
Questions about this step
Is positioning the same as a logo?
No. A logo is one expression of it. Positioning is the decision about audience, promise and proof that the logo, the text and the website then follow.
Can we position without a diagnosis first?
You can, but it then rests on assumptions. If you already have current data on customers and competitors, we use that instead of repeating the work.
Not sure which step you need?
Tell us what is not working in a 15-minute call. You get an honest answer on where to start.