Phase 1: Analyze Market & Competition (30 min)

Step 1: Open Averi AI and ask: "Help me define our brand positioning. Our company: [describe]. Product/service: [describe]. Current customers: [describe]. What we want to be known for: [describe]."

Step 2: Ask Averi: "Who are our top 3-5 competitors? What is each known for? How do they position themselves?"

Step 3: For each competitor, discuss with Averi:

• Their core positioning

• Their strengths and weaknesses

• Their target audience

• How they differentiate

Step 4: Ask Averi: "Based on this competitive landscape, where is the white space? What positioning would differentiate us while being authentic to who we are?"

Step 5: Explore 3-4 positioning directions with Averi → Identify the most compelling one

Phase 2: Define Core Positioning (45 min)

Step 6: Open Create Mode → Ask Averi: "Write our positioning statement using this format: For [target audience] who [have this problem], we are [category] that [unique benefit]. Unlike [competitors], we [key differentiator]."

Step 7: Refine positioning statement until it feels true and compelling

Step 8: Ask Averi: "Based on this positioning, define our brand pillars—3-5 core themes or beliefs that support our position and guide all our marketing."

Step 9: For each pillar, ask Averi: "Expand on [pillar name]. Why does this matter? How do we prove it? What does this look like in practice?"

Step 10: Ask Averi: "Create our core value proposition—one sentence that captures what we do, who we do it for, and why it matters."

Step 11: Save everything to Asset Management > "Brand Foundation" > "Core Positioning"

Phase 3: Build Brand Framework (1 hour)

Step 12: In Create Mode, ask Averi: "Create our brand messaging architecture including: positioning statement, value proposition, brand pillars, key benefits for each pillar, and proof points."

Step 13: Review and refine → Save to Asset Management > "Brand Foundation"

Step 14: Ask Averi: "Define our brand personality. How should we sound? What tone do we use? What are we not?"

Step 15: Ask Averi: "Create example key messages for: our homepage, pitch deck intro, LinkedIn About section, and email signature tagline."

Step 16: Save messaging examples to Asset Management

Step 17: Ask Averi: "Create a competitive positioning map showing where we sit versus competitors on axes of [choose relevant dimensions like: price vs. features, simple vs. powerful, enterprise vs. SMB, etc.]"

Step 18: Ask Averi: "Write our brand story—how we got here, why we exist, what we believe, and where we're going."

Step 19: Edit brand story for authenticity → Save to Asset Management

Step 20: Ask Averi: "Create a one-page brand positioning summary that anyone can reference."

Step 21: Save summary to Asset Management > "Brand Foundation" > "Brand Positioning One-Pager"

Phase 4: Get Expert Validation (20 min)

Step 22: Type /intro → Request: "Match me with a brand strategist to challenge and refine our positioning."

Step 23: Activate strategist → Share:

• Full Averi positioning conversation

• All Create Mode brand frameworks

• Asset Management "Brand Foundation" folder

Step 24: Message strategist: "Challenge our positioning. Is it differentiated enough? Believable? Does our white space make sense? What are we missing? Where are we off?"

Step 25: Schedule working session with strategist → Discuss their feedback

Step 26: Make revisions based on strategist input:

• Refine positioning statement

• Strengthen differentiation

• Add missing proof points

• Clarify brand pillars

Step 27: Update all assets in Create Mode and Asset Management

Phase 5: Activate Across Company (30 min)

Step 28: Share Asset Management "Brand Foundation" folder with leadership team

Step 29: Host brand positioning review meeting:

• Present positioning statement

• Walk through brand pillars

• Share competitive positioning

• Get buy-in and feedback

Step 30: Incorporate leadership feedback → Finalize all positioning materials

Step 31: Ask Averi: "Create a 'How to Use Our Brand Positioning' guide for employees including: when to reference it, how to apply it to marketing materials, and common use cases."

Step 32: Share positioning with full company:

• Marketing team (for campaign messaging)

• Sales team (for pitch alignment)

• Product team (for feature prioritization)

• Customer success (for customer communication)

• HR (for recruiting messaging)

Step 33: Ask Averi: "Create a brand positioning audit checklist. How do we evaluate if our marketing actually reflects our positioning?"

Step 34: Save audit checklist to Asset Management → Schedule quarterly reviews

What You'll Have

✅ Day 1: Competitive analysis and white space identified
✅ Day 2: Core positioning statement and brand pillars defined
✅ Day 3: Complete brand framework and messaging architecture
✅ Day 4: Expert-validated positioning ready to use
✅ Week 1: Company-wide alignment on brand position and how to use it

Brand Positioning Checklist

Your positioning is strong when:

• It's specific (not "we help businesses grow")

• It's differentiated (not what competitors say)

• It's believable (you can prove it)

• It guides decisions (helps you say no to things)

• Employees can explain it in their own words

• It resonates with target customers

• It's sustainable for 3-5 years

How to Use Your Brand Positioning

Every decision now has a filter:

• Creating content? "Does this reinforce our brand pillars?"

• Evaluating partnerships? "Does this align with our positioning?"

• Hiring? "Does this person embody our brand?"

• Building features? "Does this support our differentiation?"

• Writing copy? "Does this sound like our brand?"

Pro Tip: Revisit your positioning annually. Markets shift, competitors evolve, and your business grows. Make sure your positioning still fits.