Course Overview
For founders and marketers with zero brand-building experience. By the end, you'll have a completed brand positioning document ready for team alignment and investor communication.
Syllabus
Lesson 1: Understanding Brand Positioning (30 min)
- What is brand positioning — deconstructed through 3 classic cases
- Positioning ≠ Tagline — three verifiable criteria
- Four elements: target user, market scope, differentiated value, trust signals
Lesson 2: Writing Positioning Statements (60 min)
- Standard template: We help [who] achieve [what value], unlike [competitor], because [trust signal]
- Follow-along exercise: complete your first positioning statement using your real business
- Common mistakes: 8 typical error patterns and corrections
Lesson 3: Competitor Mapping (45 min)
- 5-step method: Select → Classify → Benchmark → Find whitespace → Strategize
- Draw your first Positioning Gap Map
- How to judge whether whitespace is opportunity or trap
Lesson 4: Mindshare Testing (45 min)
- What is "user mindshare" — rapid validation with category association testing
- 5-minute quick test: find 5 target users, ask 3 questions
- Analyzing results: is your positioning "unique" or "vague" in user minds
Tools Included
- Positioning statement template (PDF + Notion)
- Competitor whitespace map template
- User mindshare testing questionnaire