1. Business context
What has changed in the business, market, offer, leadership, customer expectation, or competitive environment that makes brand positioning important now?
2. Priority audience
Who must understand, choose, trust, recommend, fund, join, or support the brand? Which audience matters most for this specific decision?
3. Frame of reference
What category or competitive context helps the audience understand what the organization is—and what alternatives are they comparing it with?
4. Relevant value
What problem, tension, aspiration, job, or outcome makes the brand important to the audience?
5. Difference
Which difference is meaningful, credible, and sustainable enough to influence preference? Avoid differences that are only internal descriptions or generic category claims.
6. Proof
What facts, capabilities, experience, process, evidence, or product realities make the promise believable?
7. Personality and voice
If the brand were consistently expressed through a few human characteristics, which ones would guide writing, design, and behavior?
8. Strategic tradeoffs
What will the brand deliberately not try to be? Positioning gets clearer when choices have boundaries.
This guide is not legal, financial, regulatory, crisis-response, emergency, or other specialized professional advice. Specific decisions may require qualified specialist review.
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