The Positioning Workbook
Why should people keep coming back?
Let's find out.
Positioning is not just a sentence you write once. It is the thread that ties your brand to something people recognise, love, and come back for. You may have lost sight of it, or never dug this far. This is where you start digging.
Fill it out for yourself, or send it to us if you would like us to know you better.
A small tip before you start
Think of a brand you love
Whether it is in your world or not. Clothes, make-up, cars, pick one.
When it comes to mind, what shows up first? Usually a point of view, a feeling, something it clearly stands for, more than just its colours or its logo.
You are not comparing yourself to it. Just noticing the kind of traits a brand can own, so it is easier to spot which ones are already yours to claim.
Layer one
The Box
What is really inside your brand. The why, the values, the products, the reason behind the whole thing. Most people decorate the box before they check what is in it.
The real reason behind the brand. What you set out to do, or the problem you wanted to fix.
Its values. The two or three things you will never compromise on.
Proof your brand works
What it has to show for itself so far. Wins on one side, scars on the other.
The few subjects you know deeply and could make content about forever. They should connect to what you sell.
People bond with people, not logos. Your human side is often why they trust the brand, pick it over others, and come back. What do you want them to see?
Layer two
The Ribbon
The part that never changes. Tie the same ribbon every time and people know the box is yours on sight. This is where your difference lives, and your difference is the whole point.
Your differences
Your association: A + B
The two things you want people to associate with your brand, pulled straight from your differences above. Together they become your signature.
Layer three
The Paper
The wrapping, and it can change with every piece. The beautiful way each post covers the box and its message, what people take in and feel before they read a word.
Before anyone reads a word, what should they sense? Warm, sharp, calm, bold, playful...
Your content, your tone, your colours, your texture. Let yourself dream a little here: the wrapping you would love to be known by, like that brand you love at the top.
The wrapping is the part most people wrestle with on their own. It is also where we come in at One Last Brand: following your thread of meaning until it becomes recognisable everywhere :)
You have already cleared a lot of ground
The answer might not come right away. Try to complete this sentence, or come back to it later.
When you are done
Answer it. If you wish, send it to us so we can get to know you better. Or just print it, download it, and fill it in for yourself.
No spam. Your answers stay yours. Drafts stay on this device for 7 days.
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