BRAND
 Pillars
 Workshop Facilitation 
 Deck
POSITIONIN
PRE-ACTIVITY 
G
    Who are you targeting? Why?           What are the primary emotional 
QUESTIONS
  •                                      •
                                          and practical benefits that you 
  • What does your model customer         offer your target customer? How 
    want?                                 do these offerings differ from 
  • In which market is your brand         those of your competitors?
    competing?                           • What does your brand do? 
  • How are your competitors              What does it NOT do?
    positioning their brand?             • Who is your brand for? 
  • In what ways do you stand out         Who is it NOT for?
    from your competitors?                                                  1
  • What pains/needs does your target 
    customer have?                                                          4
VALUE PROPOSITION
  IDENTIFY YOUR CUSTOMER                         IDENTIFY YOUR OFFERING
  1. Identify your customer’s primary            1. What products, experiences, and 
      problem: What are they trying to              services do you offer?
      accomplish?                                2. What do your customers gain 
  2. What pains do they hope to relieve             from what you offer? How do you 
      with your product? What do they               relieve their pains?
      hope to gain?                              3. By answering questions 1 and 2, 
  3. By answering questions 1 and 2,                you can answer the following: 
      you can answer the following: How             How are you different from your 
      do your customers define your                 competitors?
      value?
      After answering these questions, use a value 
      proposition framework to create your VP statement.                                 2
      Here is an example VP statement:
       “We help x do y by doing z.”                                                      4
POSITIONIN
STATEMENT
G
  Your positioning statement uses your value proposition 
  to frame your offering within a specific context 
  (i.e., a specific customer segment within your market).
  • Who is your audience? Be specific. 
  • What is your market? Be specific.
  • Why is your brand better than that of your competitors?
  • How can you show that your brand delivers on its 
   promise?                                      3
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POSITIONIN
STATEMENT
G
  Use one of the many brand positioning statement 
  templates available to arrange the answers to the 
  questions above. For example:
  For [target market], [brand]’s 
  [market niche] best delivers 
  [brand promise] because [brand] 
  does [reason to believe].                      4
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