Brand Positioning
& Voice
Every content strategy we build starts here. Because content without a clear position is just more noise in an already noisy world.
Brand positioning defines who you are, who you serve, and what you uniquely believe. The voice framework makes sure every piece of content — whether you write it or your team does — sounds unmistakably like you.
Clarity Before Content
The most common reason content programs underperform: they were built on fuzzy positioning. The content is produced, it gets published, it generates some traffic and engagement — but it does not convert, because it is not clear enough about who it is for and what it is asking them to do next.
Positioning clarity is the single highest-leverage investment in a content program. A well-positioned brand with mediocre execution outperforms a poorly-positioned brand with excellent execution, because buyers can only buy what they can clearly understand.
Six Strategic Frameworks, Built for You
Positioning Statement
One or two sentences that define what you do, who you do it for, and what makes you different. Simple to say. Months of thinking distilled. The test: can a stranger repeat it back accurately after one hearing?
Unique Point of View
The one thing you believe about your field that most people are not saying. Your contrarian take. The perspective that makes your content worth reading instead of scrolled past.
Audience Definition (ICP + Psychographics)
Not demographics — the specific person who benefits most from your work. Their fears, their ambitions, the problems they lie awake thinking about, the language they use when they talk about those problems.
Content Pillars (3–5)
The themes your content orbits. Specific enough to be memorable. Broad enough to sustain years of content without running out of ideas. Named for easy reference in content briefing.
Brand Voice Guidelines
How you sound: tone, vocabulary, sentence structure, what you never say, how you handle humor and vulnerability. Specific enough that an AI — or a new team member — can produce first drafts that sound like you.
Messaging Framework
The core messages for each stage of your buyer journey: awareness, consideration, decision. What to say to someone who has never heard of you. What to say to someone evaluating whether to hire you.
How We Get There
Discovery (2 hours)
A deep dive into your experience, expertise, beliefs, and what you are building. I am looking for the raw material that will become your positioning.
Research (1 week)
Competitive landscape review, ICP language research (mining LinkedIn, forums, reviews), and identification of the positioning gap your brand can fill.
Positioning Workshop (3 hours)
A facilitated session to stress-test positioning options, refine the core POV, and align on the direction. The session where the positioning crystallises.
Deliverables Production (1 week)
All framework documents produced, with examples applied to your specific business context. Not templates — built for you.
Integration Briefing (1 hour)
Walkthrough of how to apply the framework to your content, your LinkedIn profile, your website, your sales materials, and your team briefings.
What It Unlocks
The positioning and voice framework is the foundation for every other content service. Once built, it plugs directly into:
Build the foundation your content needs
Start with a discovery call. I'll tell you where your current positioning is clear and where it is costing you conversions.
Start the Positioning ProcessExternal Resources
Tools & Research Behind This Service
Harvard Business Review — Strategy
Research on positioning, differentiation, and competitive strategy from HBS faculty
Nielsen Consumer Research
Consumer trust, brand perception, and advertising effectiveness benchmarks
Copyhackers
Conversion copywriting research, voice-of-customer methodology, and messaging frameworks
CXL Institute
Research-backed conversion optimization, positioning testing, and persuasion psychology
MarketingSherpa
Case studies and data on what brand messaging and positioning strategies actually work
April Dunford — Obviously Awesome
The leading framework for B2B product and service positioning used by 500+ companies