Choose the fight, write the sentence, then make every page agree.
Brand positioning is the decision about who you are for and why you beat the alternative. This guide is the cluster pillar: the process (Dunford), the sentence (Moore), the tests, and the artifacts that follow. It is not a history of marketing theory. It is the order of work a B2B team can run.
How to pick an alternative, how to write and test a statement, how competitive positioning differs from a feature matrix, and how the frame becomes messaging, sitemap, and sales tools.
| Job | Page |
|---|---|
| Process | /frameworks/april-dunford-positioning |
| Sentence | /frameworks/geoffrey-moore-positioning-statement |
| Worksheet | /strategy/templates/positioning-statement-template |
| How-to | /blog/how-to-write-a-positioning-statement |
What they use today. Why you lost the last five deals. If you skip this, you will invent a category.
Alternatives → attributes → value → customers → category. Category last.
One internal sentence. Pressure-test with a customer and an AE.
Buyer-facing promise. Three tests: relevance, credibility, differentiation.
Three pillars with proof. Then homepage and outbound.
The IA should match the story. See the sitemap template.
Homepage five-second test, outbound reply rate, call language. The how-to is /blog/how-to-test-positioning.
Brand is the company frame. Product is the offer inside it. A multi-product company can have one brand frame and several product statements. Do not write five brand stories.
The same work, with the alternative made explicit. The how-to is /blog/how-to-do-competitive-positioning. A feature matrix is input, not the output.