Brand Strategy
Brand positioning statement
Fill the classic positioning formula against your real competitors. Naise returns three refined variations and flags any claim a rival could make word for word.
Watch the sessionThe brief Naise works from
From the competitor analysis document in this project (or, if none is attached, treat the competitive set as: who you are up against) build our positioning statement using this frame: for target audience, brand name is the category that delivers key benefit, because only brand name is why only you. Return 3 refined variations. Then stress-test each one: name any rival who could sign the same sentence unchanged, and rewrite the weakest claim so they could not.
Highlighted words are the blanks you fill in. Leave one empty and Naise uses a sensible default.
Lumira positioning statement, 3 tested variations
Three versions of the classic frame, one eliminated because a competitor could sign it word for word.
Inputs it asks for
target audience
For example: lapsed routine-starters, 25 to 40
brand name
For example: Lumira
category
For example: skincare brand
key benefit
For example: a routine you can actually keep
why only you
For example: built around refills, so the cost drops after month one
who you are up against
For example: clinical brands on trust, pharmacy own-label on price
Worth knowing
A positioning statement is internal. It settles arguments about what to build and what to say. It is not a tagline.