The document discusses developing a brand positioning by determining the brand's mission, what makes it unique, its emotional benefits to customers, potential brand stories to tell, how it beats competition, what target customers want, and crafting a 3-5 word positioning statement to capture the brand's essence. It aims to help brands clarify their image and messaging.

1. Getting towards a brand’s positioning
Mission:
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What do you want the brand to be known for?
What makes us
unique?
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E
motional benefit to
customers:
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What can we start telling brand stories about?
E
motional benefit to
customers:
What can we start telling brand stories about?
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How are we beating the
competition?
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What do the target
customers want?
W
hat is the 3-5 word positioning
statement (essence) of your brand?
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motional benefit to
customers:
STRAT
What can we start telling brand stories about?
TALKING
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