Write a Brand Positioning Statement

Write a brand positioning statement for [BRAND NAME].

Brand context:
- What the brand does: [DESCRIPTION]
- Target audience: [WHO YOUR PRIMARY CUSTOMER IS]
- Category: [WHAT CATEGORY YOU COMPETE IN]
- Key benefit: [THE MOST IMPORTANT BENEFIT YOU PROVIDE]
- Reason to believe: [EVIDENCE THAT SUPPORTS YOUR CLAIM]
- Main competitors: [WHO YOU ARE POSITIONING AGAINST]
- Current positioning (if any): [HOW YOU DESCRIBE YOURSELF NOW]

Deliverables:
1. Internal positioning statement (for strategy documents):
   "For [TARGET AUDIENCE] who [NEED], [BRAND NAME] is the [CATEGORY] that [KEY BENEFIT] because [REASON TO BELIEVE]."

2. External tagline options (5 variants — under 8 words each)

3. One-paragraph brand story (100 words) — the human version of the positioning for website use

4. Three positioning don'ts — what claims to avoid based on the competitive landscape