Indicates interactive lessons
Duration: 01:35:52


In this module we will define our reason for existence and influence how we wish to be seen by our customers. These are the important intangibles which maximize the effect of the tangibles.

Introduction to Brand Positioning

This lesson is a quick introduction to the Brand Positioning Module.

Core Values

We begin with core values because they will serve as the foundation of your brand’s positioning. Brand values are the non-negotiable core beliefs you hold that influence everything from who you hire to how you respond to customers. This lesson includes an exercise to help you determine what values your brand consistently demonstrates.


Once you’ve determined your brand’s core values, it’s time to develop a promise to your customers. Your brand promise will tell your customers what you’re going to do for them in a way that is emotionally affecting and differentiated from your competitors. This lesson includes an exercise that will determine what you uniquely provide to customers so that you can craft a persona... Read more

Intro to Mission & Vision

In the past two lessons, we uncovered who you are as a brand and what you promise from your offering. This will help you in crafting both your mission and vision in the following lessons.


Simon Sinek says, “Your WHY is the purpose, cause, or belief that inspires you.” In the video “Start with Why,” Sinek will explain how the most successful brands develop themselves not by what they offer, but by why they offer it. It’s highly recommended that you watch this video so that you can begin to shift your thinking from what you offer to why you exist.


A brand mission encapsulates why you exist. In this lesson, we’ll work through an exercise on motivations in order to develop a clear picture of your purpose. You’ll use this purpose to craft your brand’s mission statement. It’s recommended that you watch the accompanying video embedded in the next lesson: “Start with Why” by Simon Sinek. Lesson Resources: https://startwit... Read more


If your mission is where you are currently, your brand’s vision is where you want to go—it’s your ultimate goal or finish line. You’ll want to articulate this so that you can make brand decisions based on what will help you realize your vision. This lesson includes an exercise that will help you pinpoint your ‘North Star’ accomplishment as well as how and when you will get ther... Read more


Many of the branding terms we’re discussing are often confused with each other, and rightly so because they share many similarities. This short lesson will help you visualize the relationships between Greatness (Differentiation), Tagline, Value Proposition, and Slogan which are all covered in the following lessons.


Let’s find your greatness—what makes us different—in order to hone in on your unique positioning. Your greatness will be a combination of your passion, your uniqueness, and the pain point that you solve. By the end of this lesson, you’ll understand your brand’s greatness, which will help you craft your tagline in the following lesson.


You can think of your tagline as a simplification or short emotional appeal of your greatness. A tagline should be short and memorable, and it should also demonstrate your personality and convey your differentiation. In this lesson, you’ll identify your strengths and weaknesses to help spark your own version of “Just Do It.”

Value Proposition

A value proposition contains your strategy for attracting customers to your offering. This is where you will see how your motivation for existence (“why”) can translate into a customer need. Once complete, you can utilize your value proposition for sales material and your features and benefits pages of your website.


You can look at your slogan as a short and memorable version of your value proposition. This lesson will help you identify what makes your brand unique by analyzing your value against your competitors. A meaningful and memorable tagline can be tricky, so make sure you take some time to sleep on it and test it with your friends and customers.

Intro to Storytelling

The next set of lessons will focus on your story including Backstory, Theme, and Archetype.

Tell Our Story & Theme

This lesson will help you identify your brand’s backstory and theme. Your backstory will dig into the who, when, why, what, and how of your brand. Your theme will establish the underlying message of your story and how it will be structured. You can repurpose your work from this lesson for your website’s About or History pages.


Thinking about your brand in terms of an archetype may feel wishy-washy, but classifying your brand in this way will help you create focused messaging that aligns with your customer's needs. In this lesson, you'll use your customer's aspirations, desires, and motivations to help you determine your brand's archetype. Each archetype is outlined using examples of popular brands to... Read more

Tell Their Story

With your brand’s archetype identified, you can now focus on your customer’s story. When working on your customer’s story you will define what “satisfaction” means to them. This lesson will help you move step-by-step through your customer’s unique journey so that you can make their wishes come true. You will be able to repurpose your work from this lesson for future marketing c... Read more

Positioning Statement

Almost done! In this lesson, you will take everything you have learned so far and assemble your positioning statement. How does your brand fulfill a customer need in a way that your competitors do not? By using this lesson’s simple formula, you’ll be able to establish your positioning statement and clarify your brand’s position in your particular market.


A metaphor can help your brand simplify something complex. This lesson will help you figure out what your offering represents to your customers, how you connect your offering to your brand, and what images represent these concepts. The metaphors you come up with can serve as a starting point for your brand’s name or give you some assistance zeroing in on your tagline. Lesson... Read more