Welcome to the Brand Positioning Playbook

In this sprint, we'll help you understand what brand positioning is, then guide you through the process of creating your first brand positioning document.

Why This Playbook Matters

Brand positioning is the first sprint in Olivine Playbooks. Defining your brand positioning and story is the foundation for all your other marketing efforts, and we always advise our early-stage clients to do this before spending any real marketing dollars. If you haven't answered why you're doing something, how can you possibly know what you want to achieve from your efforts?

Brand positioning is a strategic marketing tactic that helps you get clarity on what your company does and where it fits in the market. In taking the time to establish positioning early on, you'll have a much easier time communicating with your customers, investors, and the market at large what you are building and where you are heading.   

We've worked with dozens of companies to guide them through this brand positioning process and we are super excited to bring you this sprint. After we go through some key concepts that make up your positioning, we'll give you the framework to conduct your own positioning workshop with your co-founders or advisors and provide you with a template for creating your company's first brand positioning document.

Playbook Chapters

  1. Welcome To The Brand Positioning Sprint

  2. What Is Brand Positioning?

  3. Positioning Versus Messaging

  4. Crafting Your Positioning

  5. Positioning Exercise

  6. Crafting Your Mission And Vision

  7. Mission Statement In Action

  8. Mission and Vision Exercise

  9. Brand Positioning & Communication Templates

Ashley Wilson

VP of Brand Strategy, Founder of Olivine & CMO at Momentum. Formerly Sauce Labs.

Next
Next

What is brand positioning?