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Positioning Your Startup is Vital, Here's How to Nail It

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First Round Review
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How to Position Your Business

  • Position your product in the mind of your user 
  • Don’t confuse tag lines and positioning statements 
  • Product and position arrive together 
  • Seriously evaluate your competition 

Use a framework:

  • For (target customer) Who (statement of need or opportunity)
  • (Product name) is a (product category) That (statement of key benefit)
  • Unlike (competing alternative) (Product name)(statement of primary differentiation)

Ask some preliminary questions:

  • How is your product differentiated?
  • Why do you do what you do?
  • What is your broadcast circle of prospective customers?
  • What are the customer’s specific pain points?
  • What other companies solve similar problems?
  • Avoid all buzzwords

How to Name Your Company

  • Descriptive name stating your business 
  • Suggestive name evoking your business 
  • Fanciful name unrelated to the business

Questions to ask:

  • What are the names of related or competitors’ businesses?
  • What company values do you want to communicate?
  • Do you need the exact domain name to be available?

List naming priorities:

  • Trademark and domain availability
  • Distinctiveness
  • Reflection of key messaging
  • Sound and ease of pronunciation
  • Appearance
  • Length 

How to Pull Together Branded Assets with a Creative Brief

  • Background
  • Audience
  • Positioning
  • Competitive audit
  • Messaging 
  • Current perception
  • Brand attitudes
  • Inspiration
  • Deliverables
  • Delivery date
  • Budget
  • Sign off 

How to Prepare for Launch

  • Memorize a Single Overriding Communications Objective (SOCO)
  • Avoid communicating a Single Overriding Communications Avoidance (SOCA)
  • All other messages should revolve around the SOCO
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