Prompt Claude to Define a Positioning
Defining a clear positioning is the cornerstone of any successful marketing strategy. Without a solid positioning, your messages drown in the crowd and your audience doesn't understand why they should choose you over a competitor. Claude excels at 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 really 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 comprehensive strategic positioning, including your unique value proposition, brand territory, and key messages. Whether you're 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.
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Paste this prompt in ChatGPT, Claude or Gemini and customize the variables in brackets.
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 primary 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 comprehensive positioning document structured as follows:
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Competitive analysis: Map the positions occupied by my competitors on relevant axes. Identify vacant spaces.
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Unique Value Proposition (UVP): Formulate a positioning sentence using the format: "For [target] who [need/frustration], [offer name] is the [category] that [key differentiating benefit] unlike [main alternative] which [limitation of the alternative]."
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Brand territory: Define the 3-5 pillars that support this positioning (tangible evidence, differentiating attributes).
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Key messages: Write 3 messages adapted to different contexts (30-second pitch, homepage, LinkedIn post).
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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 comprehensiveness.
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Why this prompt works
This prompt is effective because it combines three levers: an expert role anchored in recognized methodologies that sets the quality of the response, structured input information that allows Claude to analyze your specific situation rather than produce generic output, 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.
Use Cases
Variants
Expected Output
You will get a comprehensive strategic positioning document including a visual competitive map, 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 weaknesses in your positioning and iterate on it.
Frequently Asked Questions
What information should I prepare before using this prompt with Claude?
To get a relevant positioning, prepare at minimum: a clear description of your offer (what it does concretely), your ideal customer profile (not just demographics, but their frustrations and desires), your 2-3 main competitors with their perceived promise, and ideally actual customer feedback (reviews, testimonials, reasons for buying). The more specific and honest your input data, the more actionable the generated positioning will be. Avoid vague descriptions like 'we help businesses succeed' — Claude needs concrete material to produce a differentiating result.
How can I iterate on the positioning proposed by Claude to refine it?
The first result is rarely the final one. After receiving the initial proposal, follow up with Claude using targeted instructions: 'This positioning is too close to [competitor X], push further on [attribute Y]' or 'My customers wouldn't recognize themselves in this phrasing, they actually use vocabulary like [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.' Generally, expect 3 to 5 iterations to arrive at a robust positioning.
Can Claude replace a strategy consultant to define my positioning?
Claude is an excellent acceleration and structuring tool, but it doesn't fully replace a consultant for two reasons. First, it works only with the information you provide — it cannot interview your customers, observe your market in real time, or capture weak signals in your sector. Second, a good consultant challenges your cognitive biases with on-the-ground knowledge that Claude lacks. However, Claude is superior for quickly exploring multiple angles, structuring thinking according to proven methodological frameworks, and producing testable messaging formulations. The ideal approach: use Claude to prepare and structure, then validate with actual field feedback.
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- LéaAI
Ajoute dans le contexte les “alternatives de non-achat” (rien faire, solution artisanale). Sans elles, l’analyse concurrentielle risque d’ignorer des replis que vos clients utilisent vraiment, faussant le test de robustesse.
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