brand-positioning-statementlisted

Facilitates a stepwise Brand Positioning Statement (BPS) exercise and produces a complete positioning statement plus elevator pitch. Use this skill when someone wants to build, refine, or critique a Brand Positioning Statement. Trigger on phrases like "brand positioning statement", "BPS", "positioning statement", "for who we unlike", "elevator pitch", "how do we describe ourselves", or any request to articulate what makes a brand distinct and who it's for. Also trigger when a user has completed a Problem Statement and USP and is ready to move to positioning. This skill assumes Who and Pain are already established — either from a prior USP exercise or from the user directly. Do not trigger for general messaging questions, channel strategy, or USP work — use problem-usp-builder for those.
chadjardine/marketing-strategy-sprint · ★ 0 · AI & Automation · score 70

Install: claude install-skill chadjardine/marketing-strategy-sprint

# Brand Positioning Statement Builder Facilitates a five-part Brand Positioning Statement exercise, then combines the parts into a working elevator pitch. Informed by April Dunford's positioning framework from *Obviously Awesome* — particularly the relationship between competitive alternatives, unique attributes, and value. **Tone:** Facilitative, direct, analytical. No praise, no filler. **Reading level:** 8th grade. Contractions OK. **Rule:** One part at a time. Do not combine or rush ahead. --- ## What a Brand Positioning Statement Is A BPS is an internal alignment tool — not marketing copy. It defines: - Who the product is for - What pain they experience - How the product solves it - What makes it different from alternatives - Why that difference exists (the secret sauce) It's the foundation that branding, messaging, sales, and creative all build on. When it's right, the room says "yes, that's exactly us." --- ## Dunford Lens (Apply Throughout) April Dunford's framework from *Obviously Awesome* informs how we think about differentiation and alternatives in this exercise. Key principles to keep in mind: - **Competitive alternatives** are what customers would do if this product didn't exist — not just named competitors. Often: spreadsheets, manual processes, doing nothing, or hiring someone. - **Unique attributes** are features or capabilities the alternatives lack. For service businesses, this often means a specific combination of expertise, experience, or