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  • Writer's pictureAndrew Jacobs

Worksheet: Brand Positioning for Business Owners

Brand positioning is a crucial step in establishing a successful business. It helps business owners to differentiate their products or services from competitors and establish a unique brand identity. This worksheet will guide you through the brand positioning process and help you create a strong brand that resonates with your target audience.



Step 1: Define your target audience


Who is your ideal customer? What are their demographics, interests, and pain points? Understanding your target audience is crucial to developing a brand that resonates with them.

  1. Who is your target audience? (Age, gender, income, interests, etc.)

  2. What are their pain points? What problems do they need solving?

  3. What are their values? What do they care about?

Step 2: Identify your unique selling proposition (USP)


Your unique selling proposition is what sets your product or service apart from your competitors. It's the reason why customers should choose your business over others.

  1. What is your unique selling proposition?

  2. How does it differentiate you from your competitors?

  3. Why is your unique selling proposition important to your target audience?

Step 3: Craft your brand messaging


Your brand messaging should communicate your unique selling proposition and resonate with your target audience. It should be consistent across all marketing channels and touchpoints.

  1. What is your brand's tagline or slogan?

  2. What are the key messages you want to communicate to your target audience?

  3. How can you use storytelling to connect with your audience and communicate your brand's values?

Step 4: Determine your brand personality


Your brand personality is the set of human characteristics associated with your brand. It helps your target audience to connect with your brand on an emotional level.

  1. What adjectives best describe your brand's personality? (e.g. fun, sophisticated, caring, etc.)

  2. How does your brand's personality align with your target audience's values and interests?

  3. How can you use your brand personality to create a consistent brand experience across all touchpoints?

Step 5: Develop your visual identity


Your visual identity is the visual representation of your brand. It includes your logo, color palette, typography, and other visual elements.

  1. What colors best represent your brand?

  2. What typography best represents your brand's personality?

  3. What visual elements can you use to convey your brand's personality and values?

Step 6: Test and refine


Once you've developed your brand positioning strategy, it's important to test it and refine it based on feedback from your target audience.

  1. How can you test your brand positioning strategy with your target audience?

  2. What feedback have you received from your target audience?

  3. How can you use this feedback to refine your brand positioning strategy?

By following this worksheet, you can create a strong brand positioning strategy that differentiates your business from competitors and resonates with your target audience. Remember to keep your brand positioning consistent across all marketing channels and touchpoints to establish a strong brand identity.

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