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Narrative and positioning

Start here: the story and the place

Why narrative and positioning are the market-facing layer

Narrative versus positioning, and how they fit

Positioning versus mission, vision, value proposition, and USP

Evaluating the story the market hears

How a narrative shapes perception

The four criteria

The evaluation workflow

Worked example: the Vellum Analytics read

Check: the frame of reference

Check: which is positioning?

Going deeper and doing the work

Expert depth: the frame of reference and category drift

Expert depth: the narrative spine and the proof plan

Practice: the narrative and positioning audit

Where this goes next, and how to go deeper

Check: benefit overload

Check: proof mismatch

Check: make it distinctive

Reconstruct a brand's narrative and positioning, score them on clarity, credibility, distinctiveness, and relevance, and propose a sharper positioning statement and a retellable narrative spine. Built on the Branding5 method.

Rebuild a brand's narrative and positioning from its public messaging, score them on clarity, credibility, distinctiveness, and relevance, and propose a sharper positioning statement and a retellable narrative spine. Built on the Branding5 method.

Brand Narrative and Positioning Statement

<div class="simple-box-wrapper"> <div class="simple-box"> <div class="column"> <h3>Description</h3> <div class="ck-horizontal-line"><hr></div> <p>I'm a paragraph. Click to start writing that will inform, inspire, or encourage your community. We know you have so many things to share with the world. Happy editing!</p> </div> </div> </div>