“This is what makes people choose you, instead of just comparing you.”
Define why you are the obvious choice. Positioning is not about being better than everyone, it is about being clearer. We cover your unique value proposition (UVP) and your competitive difference, the two pieces that turn 'one of many' into 'the obvious one.'
You don't need to be better than everyone, just clearer. Positioning is not about being everything to everyone, it is about being specific. If this section feels hard, that is a good sign, this is where clarity is built.
First pass is honest and instinctive. Second pass refines to remove anything vague or generic. If your positioning could describe any of your top 3 competitors, it is not positioning yet.
You don't need to tear competitors down. Positioning is about clearly defining your space, not attacking theirs.
Write a UVP that sounds like you and not your competitors
Run an honest competitor analysis without trash talk
Identify the strategic gap you can credibly own
Spot generic positioning language and replace it with specific language
Use the myth-buster formula to claim a contrarian truth only you can defend
Work through each prompt below. Take your time, these questions form the foundation of your brand strategy.
What do you do differently? Why should someone choose you over competitors? Use the formula 'We help [who] achieve [result] unlike [alternative] by [difference].' Focus on difference, not just description.
Who are your competitors? What do they do well? Where do they fall short? Where do you stand out? You don't need to tear them down, just clearly define your space.
Find one belief everyone in your industry assumes is true, then prove it false from your experience. The myth-buster formula reframes the whole conversation: 'People believe X, but I've found Y, which means Z.' This is some of the strongest sales copy you will ever write because it makes you the industry insider who tells the truth.
Put It All Together
See how Create & Grow completed this exact exercise for their own brands.
We help small business owners and side-hustlers build a real brand foundation, unlike $40 PDF guides or $10K agency rebrands, by running interactive workbook courses taught by an actual agency that uses these processes every day with paying clients.
Here's a taste of the hands-on work you'll do in this module.
Write your UVP using the formula. Then map your 3 closest competitors honestly, what they do well, where they fall short, and where you stand out. The gap between competitor strengths and where you stand is your positioning.
Track your progress through each activity in this module.
A written UVP using the formula, plus an honest competitor map showing your strategic gap
A wedding photographer was lost in a sea of 'high-quality, candid, timeless' competitors. Bookings were patchy and her enquiries were all price shoppers.
She repositioned as 'wedding documentary photography for couples who hate posing.' Suddenly her enquiries were the right couples at the right price, and price shoppers stopped wasting her time.
Answer a few questions to check your understanding of this module.
Which formula does Module 4 use for the Unique Value Proposition?
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