brand positioning

Section 1: The Basics (Context, not conclusions)

1. What does your business currently sell?
   List your services or products as plainly as possible.

2. How do you usually describe what you do to someone new?
   Use the words you actually say, not the ones you think you should say.

3. How long have you been in business, roughly?

4. What stage does your business feel like it’s in right now?
   Early, growing, established, stuck, evolving, somewhere in between.

Section 2: What You Sell vs What People Actually Buy

This section helps us separate the offering from the reason people choose you.

1. Why do you think people choose you over someone else offering something similar?

2. What do clients usually compliment you on after working together?
   Try not to list deliverables here. Focus on how the experience felt.

3. What parts of your work energise you the most?
   The projects, conversations, or moments that leave you feeling fired up.

4. What parts of your work drain you or feel misaligned?

5. If someone stripped away your services tomorrow, what do you think people would still associate with your brand?

Section 3: Beliefs and Perspective

This is where positioning really lives.

1. What do you believe about your industry that others might not?
   This could be something you’re frustrated by, protective of, or quietly opinionated about.

2. Are there common practices in your industry that you intentionally push back against?

3. What do you care about deeply when it comes to your work?
   Details, speed, relationships, craft, education, impact, something else.

4. What would you never want to be known for?

5. If your business had a point of view, what would it be?

Section 4: Voice, Tone, and Fit

This section looks at alignment between who you are and how you show up.

1. How does your brand currently sound online?
   Professional, casual, playful, polished, safe, bold, unsure.

2. Does that tone feel true to you? Why or why not?

3. Have you ever tried to sound like another brand or competitor?
   If yes, how did that feel and what happened as a result?

4. What kind of enquiries do you get right now?
   Do they feel aligned with the work you want to be doing?

5. What kind of clients or projects do you wish you attracted more of?

Section 5: Identity and Alignment

This is about internal clarity, not visuals.

1. In one sentence, what do you want your brand to stand for?

2. In one sentence, what do you think it currently stands for?

3. Where do those two feel misaligned?

4. What values show up naturally in how you work, even if you’ve never written them down?

5. Are there parts of yourself you feel like you’ve muted or hidden in your brand?

Section 6: Reflection and Direction

1. If you could redesign your brand positioning from scratch, what would you keep?

2. What would you let go of?

3. What would you lean into more, even if it felt a little uncomfortable?

4. In an ideal world, how would you want people to describe your brand to someone else?

Final Thoughts

1. What’s been hardest about defining your positioning so far?

2. Is there anything you’re hoping this audit will help clarify or unlock?

Optional Prompt, but encouraged

Share one project, moment, or interaction that made you think: “Yeah, this is exactly why I do this.”