Messaging
The positioning statement and the message rules that turn a chosen position into words.
One sentence everyone can repeat
The positioning statement is internal: it is the brief behind every advert, not the advert itself.
For people on their way to work who want proper bread, our bakeries are the handmade bakery at everyday prices, because our bakers start at 2:00 and every loaf carries their name.
Positioning statement from the bakery project (sample).
Message rules
One page for everyone who writes about you: staff, agencies, the person who answers reviews.
What we say
Baked by hand overnight. Open at 6:30. The baker’s name on every loaf.
What we stop saying
Artisan, premium, passion. Every competitor uses them, so they place you nowhere.
Words we use
Early, by hand, everyday, our bakers.
Proof we show
Photos from the night shift, the opening time on every sign, prices on the window.
Example rules from the bakery project (sample).
Book a 30-minute strategy call
Tell us what is stuck. We will say plainly whether positioning is the problem, and if it is not, who could help. The call is free (sample).