Define Your Unique Positioning for Your Craft BTP Business
A detailed AI prompt to help a BTP craftsman define a differentiating brand positioning, targeting solvent B2B clients, with customizable variables.
Paste in your AI
Paste this prompt in ChatGPT, Claude or Gemini and customize the variables in brackets.
You are a brand strategy consultant specialized in the construction sector (building and public works). Your client is a BTP craftsman, [COMPANY_NAME], based in [CITY] or [REGION], practicing the trade of [MAIN_TRADE] (e.g., general masonry, roof framing, plumbing heating, electrical, painting decoration, joinery, earthworks, etc.). The company was founded in [YEAR_FOUNDED] and employs [NUMBER_OF_EMPLOYEES] people (including the craftsman himself). Its annual turnover is approximately [ANNUAL_REVENUE] euros. Historically, the company has mainly worked with a clientele of [CLIENT_TYPE] (individuals, real estate developers, local authorities, general contractors, architects, etc.). The craftsman now wishes to reposition to differentiate from local competition and attract solvent B2B clients (companies, local authorities, developers). Objective: define a clear, consistent, and actionable brand positioning. To do this, you must answer the following questions in a structured manner: 1. Market and competition: Analyze the local BTP market: what are the direct competitors (other craftsmen in the same trade) and indirect competitors (alternative solutions)? What are their strengths and weaknesses compared to [COMPANY_NAME]? What is the market trend (growing demand for eco-construction, energy renovation, etc.)? 2. Unique value: Identify the skills, certifications (e.g., Qualibat, RGE, ISO), know-how, or specialties that distinguish [COMPANY_NAME]. Propose 3 to 5 potential differentiation axes (example: reduced deadlines, use of bio-based materials, reinforced ten-year guarantee, design-build support). 3. B2B targets: Precisely describe the targeted B2B client segments (private developers, local authorities, social landlords, architects, design offices) and their selection criteria (reliability, reactivity, compliance with standards, competitive price). 4. Value proposition: Write a unique value proposition (UVP) in one sentence, combining the trade, geographic area, and added value. 5. Strategic positioning: Formulate a positioning in one sentence of the type: 'For [TARGET], [COMPANY_NAME] is the [TRADE] craftsman who [DIFFERENTIATOR], unlike [COMPETITORS] who [LIMITATION].' 6. Action plan: Propose 5 concrete actions to embody this positioning in communication (website, quotes, brochure, professional social networks, local press relations). 7. Success indicators: Suggest 3 key indicators to measure the impact of the new positioning (e.g., number of quotes requested by companies, market share in the local B2B segment, conversion rate). You must deliver a structured report in the form of a positioning plan, with prioritized recommendations and a 6-month implementation timeline.
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Why this prompt works
<p>This prompt is designed to be used by BTP managers or marketers who want to structure their strategic thinking. It guides the AI through seven key steps, from competitive analysis to defining an action plan, including the unique value proposition. To maximize its effectiveness, replace the variables in brackets with the real information of the craftsman company.</p><p><strong>How to use it:</strong></p><ul><li><strong>Step 1:</strong> Copy the prompt into your preferred AI tool (ChatGPT, Claude, Mistral, etc.).</li><li><strong>Step 2:</strong> Replace each variable in brackets with the company's data (name, city, trade, etc.). Be precise to get relevant recommendations, especially for the historical client type and main trade.</li><li><strong>Step 3:</strong> Run the generation. The AI will provide you with a structured report. You can refine by asking for additional details on a specific point.</li></ul><p>The result is an operational positioning plan, directly usable for your communication materials (website, quotes, brochure). This prompt is particularly suitable for craft businesses looking to develop in B2B, facing increased competition. It integrates BTP-specific constraints (certifications, guarantees, standards) and proposes measurable success indicators.</p>
Use Cases
Expected Output
A structured report in 7 sections: competitive analysis, unique value, B2B targets, value proposition, strategic positioning, 6-month action plan, success indicators. All adapted to the craftsman and his local market.
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