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    Course · Positioning trackStrategy

    Positioning

    The single place you want to occupy in the customer’s mind — and everything that follows from it.

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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.
    Positioning Statement
    For [target], who [need], we are [category] that [benefit] because [proof].
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    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.
    Points of Difference
    The attributes only you own — where you actually pull ahead.