Positioning is the place the brand occupies in the customer's mind relative to the alternatives. It's not what you say about yourself; it's what the person answers when asked "why do you buy from them?".
The formula
For [audience], [brand] is the [category] that [relevant difference], because [proof].
Real example: *For manufacturers that need made-to-measure packaging, Play Embalagens is the box factory that lets the customer configure the box in 3D and request a quote in one minute, because it produces in its own plant.*
Every part matters
- Audience: the more specific, the stronger. "Companies" is not an audience. "Carriers with their own fleet" is.
- Category: where the customer compares you. Sometimes the move is to change category.
- Relevant difference: relevant to the customer, not to you. "We're passionate about what we do" is not a difference.
- Proof: what supports the promise. Without proof, it's a slogan.
The competitor test
Take your sentence and swap your brand name for the competitor's. If the sentence stays true, you don't have positioning — you have a category description. Repeat until only your brand fits.
What to do with the sentence
It doesn't go on the website as is. It guides the website, Instagram, the sales pitch, the ad creative. It's the ruler for everything else: if a piece doesn't express the sentence, the piece is wrong — not the sentence.
Need this in your company?
Tell us what you need. Within one business day you'll get a direction — and, if it makes sense, a proposal.
Chat on WhatsApp