Brand & Market Positioning Discovery Form

Please remove this form template insight sections before publishing.

Form Insight: Brand & Market Positioning Discovery Form

1. The Narrative Arc of the Form

A successful discovery process follows a specific cognitive path. It starts with the Internal (the brand's soul), moves to the External (the audience and rivals), and concludes with the Synthesis (the strategy).

• Why this works: It prevents the user from getting overwhelmed. By the time they reach the "Differentiation" section, they have already documented the raw data needed to answer those harder, more abstract questions.

2. Competitive "Gap" Analysis

The section on the competitive landscape is designed to move the user away from "feature-matching."

• The Insight: Most brands try to be "better" than their rivals. This form pushes them to be different. By asking about "Indirect Competitors," the form helps users realize they aren't just fighting for market share; they are fighting for the customer's attention and time.

3. The Transformation Framework

The audience section focuses heavily on the "Before vs. After" state.

• The Insight: People do not buy products; they buy a better version of themselves. By forcing the form user to describe the "daily stressors" and the "post-solution life," the template generates the exact language needed for high-converting sales copy and ad headlines.

4. Guardrails for Consistency

The "Brand Voice & Visual Direction" section acts as a filter for future creativity.

• The Insight: This section creates a "Source of Truth." When a brand grows, different team members might have different ideas of the tone. This part of the form ensures that whether a social media post is written today or a year from now, the "Energy" and "Authority" remain identical.

5. Identifying the "Anti-Hero"

The question regarding "industry practices you stand against" is a powerful positioning tool.

• The Insight: Strong brands are often defined by what they are not. This question helps the user find their "enemy"—a common frustration in the market—which creates an instant bond with customers who feel the same way. It transforms a business from a vendor into an advocate.

6. Metrics Beyond Revenue

By asking for "Brand Equity Goals" and "Social Sentiment," the form shifts the focus to long-term sustainability.

• The Insight: Revenue is a lagging indicator. Brand health (trust, word-of-mouth, and recognition) is a leading indicator. This part of the form ensures the user is building an asset that grows in value over time, not just a storefront making immediate sales.

Please remove this mandatory questions recommendation before publishing.

1. The "Gap" or Origin Story

• The Question: Why was this brand created? What was the specific frustration in the market?
• The Rationale: Every brand needs a "reason to exist" beyond making money. If a user can’t identify a specific problem they are solving, the brand will likely become a "me-too" business. This answer provides the emotional hook for all future storytelling and marketing campaigns.

2. The Primary User Avatar (ICA)

• The Question: Describe your Ideal Customer Avatar, including their daily habits and stressors.
• The Rationale: You cannot market to "everyone." If this is left blank, the brand voice will be generic and diluted. Knowing exactly who the customer is allows the brand to choose the right platforms, tone, and imagery. It is the foundation for all customer-centric decision-making.

3. The Specific Pain Point

• The Question: What is the specific "itching" problem they have that keeps them up at night?
• The Rationale: This is the "Hook." Marketing is most effective when it agitates a problem and then offers a solution. If the user doesn't know the pain point, they cannot create a compelling value proposition. This question ensures the brand stays focused on solving a real human need.

4. The Unique Selling Proposition (USP)

• The Question: "Our customers choose us instead of the competition because ___________."
• The Rationale: This is the most critical part of market positioning. If a user cannot finish this sentence, they do not have a competitive advantage. Making this mandatory forces the business owner to commit to a specific niche or a specific excellence (speed, quality, price, or experience).

5. Core Values

• The Question: List 3–5 non-negotiable principles that guide every business decision.
• The Rationale: Values act as the internal compass. When the business faces a difficult choice—such as choosing a supplier or handling a customer complaint—these values dictate the response. Without them, a brand's behavior becomes unpredictable and loses consumer trust.

6. Brand Personality (The Personification)

• The Question: If this brand were a person, how would they dress, speak, and make others feel?
• The Rationale: This bridges the gap between strategy and design. A graphic designer or a copywriter cannot do their job effectively without knowing the "vibe" of the brand. It prevents a "mismatch" where a professional brand accidentally uses overly casual or "loud" language.