Brand Positioning Essentials
Define who your brand serves, how it differs, and what evidence makes its promise credible.
About this course
Create a practical positioning statement for a specific offer and audience. Examine customer context, alternatives, differentiation, proof, tone, and message testing. Finish with a short message guide you can use across a website, proposal, or sales conversation.
This is a self-paced, text-based starter course with six lessons and guided exercises. Allow about 75 minutes for reading and initial practice; researching your own business may take longer. Bring one business, service, product, or community project to use throughout. Examples are illustrative, and the course does not promise commercial results.
What you will learn
- Choose a relevant audience and competitive frame.
- Connect differentiation to a customer decision criterion.
- Build a positioning statement with credible proof.
- Test whether a message is understood as intended.
Course curriculum
Audience and differentiation3 lessons
◆ Choose the audience and buying contextPreview · 13 min
🔒 Map the alternatives customers considerEnrol to access
🔒 Choose a meaningful differenceEnrol to access
Messages and proof3 lessons
🔒 Write a positioning statementEnrol to access
🔒 Build proof and a consistent message guideEnrol to access
🔒 Test understanding and refine positioningEnrol to access