Positioning 01: Main doc
Hey there,
Welcome to the project on crafting positioning and narratives. Let’s start by thinking about what positioning really is — and what it isn’t.
Most people confuse brand positioning with marketing language — catchy taglines or buzzwords. But positioning goes much deeper than what you say on socials or in ads. It’s how your brand sits in the user's mind.
If you’re someone who thinks:
catchy taglines
Positioning =
features list
“we’re premium”
just adjectives
Pause right there.
We need to get our fundamentals right first.
Positioning in the most real sense is:
→ What your product means (not just what it does)
→ Why users choose you (over competitors) → How your brand looks, speaks, and behaves in the world
But wait, before we get into the nitty-gritty of positioning, let me show you something real — Apple’s positioning document.
Look at how clear, simple, and sharp it is.
By the end of this course, you’ll be able to build a positioning doc just like this for your own brand or project. Something solid, clear, and confident that you can actually use and apply.
How?
We’ll break it down into five steps, bit by bit, learn and build our own positioning doc.
| Module | What it covers | Learn now |
|---|---|---|
1. Target Audience | Who exactly you’re talking to | |
2. Positioning Statement | How to capture your brand’s essence clearly | |
3. Unique Selling Proposition | What truly makes you different | |
4. Messaging Pillars | How to tell your story consistently | |
5. Tone of Voice | How your brand sounds and feels across platforms | |
6. [End] Integrate, refine, present | Piecing everything together. |
Take your time, go at your own pace. You can follow in order, or jump to the part that matters most for you.
By the time you finish, you’ll have built your own positioning doc, ready to back your brand confidently.
Let’s dive in.
Start with step 1 here:
Understanding Your Target Audience →
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