brand positioning and content strategy worksheet

"Claim Your Brand Position and Nail Your Content Strategy”

OWN your space in the competitive landscape and understand how diving deep into your uniqueness helps differentiate you from the competition, attract more ideal client and convert more customers.

If you don’t consciously, purposely, and intentionally plant your flag and say, “THIS is my space, I own this brand promise in my market”, you’re letting others shape your brand and

your competitors can claim your space.

Brand, Branding, Brand Promise and Brand Position –

You don’t have a “Brand” until your audience or buyers assign it value. A brand is wherecustomers recognize or relate your promise to specific outcomes/experiences – good or bad.

“Branding” is the process by which you claim your Brand’s Position – the aesthetics, visual relationship, your customers assign to their experience of you.Your “Brand Promise” is what you consistently say you do, how you do it uniquely and why you do it. It’s an expectation of the results, promises and experience your customers will have. It’s what happens before you have “A Brand.”

Thus, your “Brand Position” is the unique space you DECIDE to occupy in your market. Claiming your Brand Position means you live your Brand Promise and understand WHO needs you, WHY they need you, WHAT they want from you, WHERE to find them and WHAT to say to them to attract, compel and convert them to customers and ultimately wild, raving fans.

Ask yourself this question before you create a product, work with a new client, advertise, market or pivot in any way, “Is this True to my Brand Promise?” Because if it’s not, your fans will know and you’ll be in discord. They will call you out on it. Your gut will probably call you a liar first. Sometimes you must pivot, but understand you can never undermine what you promise to your customers. Shifting your Brand Position must be purposeful, intentional and reflect your new Brand Promise.

What is Your Brand Position {Is it True? Is it Available? Is it Us?}

Create Your First Version of your Brand Position Here-Write and edit, write and edit . . . It’s an evolutionary process.

Use Definitive, Differentiation, and Descriptive verbiage reflective of your Brand Promise.

What space do you occupy in the market? Who do you serve? How do you do it differently?

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Brand Promise and Content Strategy Exercise:


Where Do We Reach These Customers:

(Physically, On the Web, Groups, Associations, Conferences . . . Where are they turning to or looking for answers, advice or insights?)

Your Personality & Brand Promise:

(How do you Uniquely approach solving their problems?)

Value and Key Insights:

(What valuable information do you have about WHY and WHAT you do that can help people make decisions about buying? How does your unique insight help them? What is your “Message tilt”?)

Results You Provide:

(What problems do you solve or solutions do you provide in CONTEXT to their problems.)

Context of the Buyer/Reality of the Customer: (Drill down as deep as you can to their problems/opportunities):

Customer Categories:

(Psychographic Descriptors – size, location, industry)

So, what do I do with this information?

More like, what CAN’T you do with this information!

Consistency is Key. Transparency is Trust. Authenticity is Critical. Build sales, marketing and all communication around your Brand Promise. Live true to it

and your customers will come to you.

And what is OUR Brand Position?

“We Coach HUMANS how to sell to other HUMANS . . . because selling like robots or jerks is so 2010.”

What do we do? We Coach. Who do we coach? Humans. What are we promising? Because many people have negative experiences on both sides of the “selling” coin, we’re out to eliminate that, making it modern and successful for you to execute.

Use this exercise well. Live in your Brand Promise. OWN your Brand Position!


1) Repeat this exercise for all the different customer categories you serve. Not products, but customers. You may have only one customer category but provide them multiple products . . . that’s a different exercise. You only have ONE Brand Promise and therefore one Brand Position. Understanding how you serve each segment of your customers should produce a common THREAD in what you promise to deliver each time. It’s NOT ABOUT THE CAPABILITIES or BENEFITS. It’s about the expectations: promised experience to get them to uniquely to the results.

2) Create, fine tune and finesse your Brand Position. Put it on like top hat or a fancy pair of shoes . . . meaning, everyone’s going to be looking, paying attention so you better be buttoned up and spiffy. You can’t wear a fine top hat with dirty sneakers. You wouldn’t dare wear $300 glittering stilettos with funky toes. Your Brand Position is like a “Statement Piece” of clothing. Your customers will perceive you as inauthentic if you don’t have the rest of the outfit to back up your big claim. The more confident you wear it, the bolder you go, the more deeply you connect with EXACTLY the clients who need and want you most. You’re making a statement so polish up and make sure your entire “Brand” reflects the promises you will make and the position you occupy in your market.

3) Create compelling, relatable and context rich sales and marketing messages. Every tag line, product name, business card, proposal and social media post should speak directly to WHO you serve, HOW you do it uniquely and WHAT value you bring them.

4) Create valuable and insightful content from this exercise. Wondering what to blog about? Can’t think of what to say on Social Media? Pick pain points from up above. Reflect the problems, the every day reality of your customers’ challenges. Use your distinct voice to differentiate your solutions with intensely profound communication created explicitly for those customers.

brand positioning and content strategy worksheet

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