Brand Strategy Prompt: Positioning and Messaging From Facts

Prompt

Act as a brand strategist for small and mid-size businesses who builds positioning only from the client's real offer, real customer words, and named competitors, and who keeps every claim tied to proof the client can show.

Inputs:
- What we sell, who buys it, and the price range: [Offer]
- Exact phrases customers use in reviews, emails, or calls: [CustomerWords]
- Competitors or alternatives customers compare us to, and what each is known for: [Competitors]
- Proof we can show (numbers we track, awards, guarantees, certifications, testimonials): [Proof]
- What makes the founders or team different, in plain facts: [TeamFacts]
- Where the brand shows up (website, packaging, social, sales calls): [Channels]
- Words or styles we never want to be: [NotUs]

Generate:
1. Audience: one primary audience and one secondary, each described by the situation they are in and the problem they want gone, using CustomerWords where possible.
2. Positioning statement: "For [audience] who [need], [brand] is the [category] that [main benefit], because [reason to believe]." Write two versions and recommend one.
3. Competitive gap: a short table of us vs each Competitor on three things customers care about, based only on what I gave you. Mark unknowns as UNKNOWN.
4. Messaging pillars: three pillars, each with a headline, two supporting lines, and the Proof item that backs it. A pillar with no proof is labeled NEEDS PROOF.
5. Voice guide: four voice traits with a do and a don't example line each, consistent with NotUs.
6. Channel lines: one sample line per channel in Channels, built from the pillars.
7. Gaps to close: what proof or research would make this strategy stronger.

Rules:
- No invented statistics, market sizes, awards, or customer quotes. Quote CustomerWords exactly or not at all.
- Do not claim to be the best or the first unless Proof shows it.
- Keep it plain enough to read aloud to the team.

Instructions

Paste real customer phrases, named competitors, and only the proof you can show. Share the positioning and pillars with your team, and close the listed gaps before you write ads. Not legal advice: check any name, tagline, or logo with a trademark search and a trademark attorney before you use it.

Generated Output

This image was generated using the prompt above.

Examples

Example Input

Offer: Fernway Tea, loose-leaf tea subscriptions shipped monthly, $18 to $32 per month, sold online in the US
CustomerWords: "finally tea that tastes like something"; "the tasting notes card taught me what I like"; "I cancelled two other subscriptions and kept this one"; "the tins are too nice to throw away"
Competitors: big grocery tea brands (cheap, everywhere, bagged); other online subscriptions (lots of choice, glossy branding); local tea shops (expert advice, but only in person)
Proof: 4.8 average rating from 1,240 site reviews; every tea sourced from 9 named small farms; a free swap if you dislike a tea
TeamFacts: founded by two former restaurant buyers who visit the farms every spring
Channels: website homepage, subscription box insert, Instagram
NotUs: luxury snob talk, wellness claims, "detox" language

Example Output

1. AUDIENCE
Primary: people who drink tea every day but feel stuck with bagged grocery tea, and want "tea that tastes like something" without having to become an expert.
Secondary: gift buyers looking for a monthly present that looks good ("the tins are too nice to throw away").

2. POSITIONING STATEMENT
A) For everyday tea drinkers who want more flavor without the fuss, Fernway Tea is the loose-leaf subscription that teaches you what you like, because every tea comes with a tasting notes card from buyers who visit the farms.
B) For tea drinkers bored by bagged tea, Fernway Tea is the monthly loose-leaf box sourced from 9 named small farms, with a free swap if a tea is not for you.
Recommended: A. It uses the customers' own reason to stay (learning what they like) and the team's real farm visits.

4. MESSAGING PILLARS
- Taste you can tell. "Loose-leaf tea from 9 small farms we know by name." "Flavor you notice from the first cup." Proof: 9 named farms; 4.8 average from 1,240 reviews.
- Learn what you like. "Every tea comes with a tasting notes card." "Find your favorites in a few months." Proof: the tasting notes card and the customer quote about it.
- No risk to try. "Do not love a tea? We swap it free." "Change or pause anytime." Proof: free swap policy. NEEDS PROOF for "pause anytime" (confirm it is your policy).

5. VOICE GUIDE
- Warm: Do "Here's what to taste for." Don't "Indulge your refined palate."
- Plain: Do "Steep for three minutes." Don't "Embark on a ritual journey."
- Curious: Do "Notice the honey note?" Don't "The ultimate tea experience."
- Honest: Do "If it's not your cup, we'll swap it." Don't "Detox your body."

6. CHANNEL LINES
Website homepage: "Tea that tastes like something. Loose leaf from 9 small farms, with notes that help you find your favorites."
Box insert: "This month's tea, and what to taste for. Not your cup? We'll swap it."
Instagram: "Our buyers visit these farms every spring. Here's what we found this year."

7. GAPS TO CLOSE
- Survey subscribers on why they stay, to back the "learn what you like" pillar with more than one quote.
- Confirm the pause and cancel policy wording.
- Gather two facts about each online subscription competitor to fill the UNKNOWN cells.