Positioning statement, value proposition and voice guide built to survive contact with the market, not to sit in a brand deck.
Brand positioning that has not been tested in the market is a hypothesis, not a strategy. We treat the positioning process as research: what claims does the audience actually respond to, what language do they use to describe the problem, what do competitors claim and can those claims be differentiated against. The output is a positioning statement written in the vocabulary of the audience, not the vocabulary of the category. The voice guide documents the verbal decisions so the team can apply them consistently without asking the writer each time.
What is included
- Positioning statement
- Core value proposition
- Brand voice guide
- Vocabulary: words we use and avoid
- Tagline options (5 directions)
- One-page messaging summary
How it works
- 01 Discovery interview (60 min)
- 02 Audience and competitive language research
- 03 Positioning draft
- 04 Review session
- 05 Final brand guide delivery