Prompt Claude to Define a Positioning

Defining a clear positioning is the cornerstone of any successful marketing strategy. Without solid positioning, your messages drown in the mass and your audience does not understand why to choose you over a competitor. Claude excels in this strategic exercise thanks to its ability to simultaneously analyze your market, your distinctive strengths, and your target's expectations. Unlike a classic brainstorming session that can stretch over several days, Claude structures its thinking by cross-referencing proven positioning frameworks — from Al Ries and Jack Trout to April Dunford — to produce actionable positioning in minutes. The AI pushes you to clarify what you actually do, for whom, and especially why it's different. The prompt below is designed to extract key information from you and transform it into a complete strategic positioning, including your unique value proposition, your brand territory, and your key messages. Whether you are launching a new product, repositioning an existing offer, or seeking to differentiate in a saturated market, this prompt guides you step by step toward a memorable and defensible positioning.

The prompt

Claude

You are a brand positioning strategist with 20 years of experience, trained in the methodologies of April Dunford (Obviously Awesome), Al Ries & Jack Trout (Positioning), and Marty Neumeier (Zag).

I want to define the positioning of my offer. Here is the context:

My offer: [DESCRIBE_YOUR_PRODUCT/SERVICE_IN_2-3_SENTENCES]
My main target: [DESCRIBE_YOUR_IDEAL_CUSTOMER]
My 3 main competitors: [LIST_THEM_WITH_THEIR_PERCEIVED_POSITIONING]
What my customers appreciate most about me: [CUSTOMER FEEDBACK, REVIEWS, TESTIMONIALS]
My market: [SECTOR, ESTIMATED SIZE, CURRENT TRENDS]

Based on this information, produce a complete positioning document structured as follows:

Competitive analysis: Map the positions occupied by my competitors on relevant axes. Identify vacant spaces.
Unique value proposition (UVP): Formulate a positioning sentence according to the format: "For [target] who [need/frustration], [offer name] is the [category] that [key differentiating benefit] unlike [main alternative] which [limitation of the alternative]."
Brand territory: Define the 3-5 pillars that support this positioning (tangible proofs, differentiating attributes).
Key messages: Write 3 messages adapted to different contexts (30-second pitch, homepage, LinkedIn post).
Robustness test: Evaluate the proposed positioning on 5 criteria (differentiation, credibility, relevance, durability, simplicity) with a score out of 10 and recommendations for improvement.

Be direct, strategic, and challenge my assumptions if necessary. Prioritize clarity over completeness.

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Why it works

This prompt is effective because it combines three levers: an expert role rooted in recognized methodologies that frames the quality of the response, structured input information that allows Claude to analyze your specific situation rather than produce generic content, and a precise output format in 5 sections that forces a complete reflection from diagnosis to robustness test. The explicit request to challenge your assumptions activates Claude's critical mode, avoiding the trap of complacency.

Expected result

You will obtain a complete strategic positioning document including a visual competitive mapping, a unique value proposition formulated according to a proven framework, argued brand pillars, and ready-to-use messages for different channels. The robustness test will allow you to immediately identify the weaknesses of your positioning and iterate on it.

Variants by level

FAQ

What information should I prepare before using this prompt with Claude?

To get a relevant positioning, prepare at least: a clear description of your offer (what it actually does), the profile of your ideal customer (not just demographics, but their frustrations and desires), your 2-3 main competitors with their perceived promise, and ideally real customer feedback (reviews, testimonials, reasons for purchase). The more specific and honest your input data, the more actionable the generated positioning will be. Avoid vague descriptions like "we help companies succeed" — Claude needs concrete material to produce a differentiating result.

How to iterate on the positioning proposed by Claude to refine it?

The first result is rarely final. After receiving the initial proposal, follow up with Claude using targeted instructions: "This positioning is too close to [competitor X], push more on [attribute Y]" or "My clients wouldn't recognize themselves in this wording, they use the vocabulary [specific terms]. Rephrase using their language." You can also ask it to stress-test the positioning: "Play the role of my main competitor and explain why this positioning is attackable." Expect generally 3 to 5 iterations to reach a solid positioning.

Can Claude replace a strategy consultant to define my positioning?

Claude is an excellent tool for acceleration and structuring, but it does not fully replace a consultant for two reasons. First, it only works with the information you provide — it cannot interview your customers, observe your market in real time, or capture weak signals from your industry. Second, a good consultant challenges your cognitive biases with field knowledge that Claude lacks. However, Claude is superior for quickly exploring multiple angles, structuring a reflection using proven methodological frameworks, and producing testable messaging formulations. The ideal: use Claude to prepare and structure, then validate with real field feedback.

How to use this prompt

Copy the prompt with the button above.
Paste it into ChatGPT, Claude or your favorite AI assistant.
Replace the bracketed variables with your details, then refine the result.

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