2. What I do:
A fractional CMO for
B2B companies,
specializing in brand
positioning and
messaging, strategic
planning and tactical
execution.
Twitter:
@marketingsparkk
Website:
marketingspark.co
3. I wrote a book
about how to
embrace the
power of brand
storytelling
(a labour of love)
13. Brand awareness Media coverage
Sales/Leads
Website TrafficDownloads
Leads
Demo requests
Customers
Brand awareness Media
coverage
SEO HR
VC
Step #1: Identify your
goals. What matters to
drive your business
forward?
15. Be crystal clear
about what you do,
who you serve,
why it matters to
them, and how
you’re unique.
16. How to Discover Your Story
• What do you do?
• Who are your customers?
• What problems are you solving?
• How are you unique or different?
• What are your competitors’ stories.
17. VALUE PROPOSITIONS
For ____________ (target customer)
Who ______ (statement of the need or
opportunity)
our our (product/service name)
is ____________ (product category)
that (statement of benefit) ____________ .
18. For B2B companies looking to attract and
engage better prospects, Marketing Spark
is a fractional CMO consultancy with
expertise in brand positioning and
messaging, strategic planning, and tactical
execution.
My value proposition:
19. What is your product or service?
Describe it in one-sentence.
How is it unique or different than the
competition?
…..even in a small way.
Who really needs your product?
Who is your ideal customer?
What are your customers’ biggest
problems or needs?
What are the biggest benefits?
What is the impact on users?
According to customers, what are your
product’s strengths and weaknesses?
Brand Positioning Worksheet
20. Brand Positioning Statement Template
For _________________________
Targeted customers
Who need to __________________
Solve this problem
We (your company) _____________________________________
Describe the product and the value delivered
Unlike the competition (e.g. ABC, XYZ), our product....
____________________________________
How your product is unique
22. TARGET AUDIENCES
• What are their needs,
points of pain and
interests?
• What are the purchase
triggers?
• How do they research and
make decisions?
• What are the competitive
options?
31. 1. Direct mail
2. Webinars
3. Infographics
4. Blogs
5. eBooks
6. Social media
7. White papers
8. Case studies
9. Websites
10.Conferences
11.Podcasts
12.Videos
13.Newsletters
14.Media outreach
LIST YOUR CHANNELS
(list everything relevant)
I
35. • What marketin will be done?
• Who’s going to do it? (internal, freelancer, contractor,
agency)
• How will it be done? (aka best practices)
• How often will a marketing channel be used?
• How do you measure success?
• What tools should you use?
It’s a roadmap for success.
It’s provide guidance so marketing happens in a structured way.
It establishes goals and articulates what you’re doing.
So, let’s talk about how you determine your brand positioning. It’s a process with multiple steps.
First, you need to look inward….and trying to do it without biases or sticking to what you know.
In many cases, have a third-party help with brand positioning provides valuable perspective.
After asking questions internally and exploring the competitive landscape, this worksheet will help you answer the key questions.
Here’s a brand positioning template.
There are many ways to develop brand positioning. This is just one tool that you can use.