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    Brand Positioning Framework

    Target, frame of reference, point of difference, reasons-to-believe and the single ownable idea.

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    Brand Differentiator
    The one thing only we say — with reasons to believe.
    STP — Segment · Target · Position
    Three columns: segments, chosen target, position.
    Win/Loss Interview
    Interview 3 won + 3 lost deals to find real differentiators.
    Value Proposition Canvas
    Customer jobs/pains/gains ↔ products/pain relievers/gain creators.
    Positioning Statement
    For [target], who [need], we are [category] that [benefit] because [proof].
    Messaging House
    Promise on top · 3 pillars · proof points underneath.
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    Positioning
    The single place you want to occupy in the customer’s mind — and everything that follows from it.
    Positioning Statement
    Target, frame of reference, benefit and reason-to-believe in one sentence.
    Value Proposition
    The specific value you deliver, to whom, that competitors don’t.
    USP
    The single unique selling proposition you can defend and repeat.