AlgoMags
Positioning Statement
A one-sentence definition of the space a brand owns in the buyer’s mind relative to alternatives.
Sub-techniques
| ID | Name |
|---|---|
| MK-T0301.001 | Competitive Alternatives |
| MK-T0301.002 | Unique Attributes |
| MK-T0301.003 | Value Themes |
| MK-T0301.004 | Best-Fit Customers |
| MK-T0301.005 | Market Category |
Procedure
- List the alternatives a buyer considers: competitors, DIY and doing nothing.
- Identify the unique attributes and the value each delivers.
- Write the statement: For [ICP] who [problem], [brand] is the [category] that [key benefit], unlike [alternative], because [proof].
- Test the statement with three customers and two prospects; revise wording that confuses them.
Sub-technique details
Competitive Alternatives
What buyers would do if the brand did not exist, including doing nothing.
Unique Attributes
Capabilities or features the alternatives lack.
Value Themes
The benefits those attributes enable, grouped into two or three themes.
Best-Fit Customers
The customers who care most about those themes.
Market Category
The frame of reference that makes the value obvious.
Other techniques in Positioning Fundamentals
- MK-T0302 Messaging Matrix
- MK-T0303 Value Proposition Design
- MK-T0304 Category Design
- MK-T0305 Differentiation Strategy
- MK-T0306 Brand Architecture
- MK-T0307 Competitive Battlecards
- MK-T0308 Pricing and Packaging
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