BRANDING TATVA - BRAND POSITIONING BRIEF WORKSHEET
Version: 29 October 2026
For a service business preparing a positioning discussion.
Copy this text into your own document. No sign-up is required.

Use the questions to organise the evidence you have and the decisions still open.
A completed sheet prepares a discussion. Research and agreed positioning
recommendations receive their own project scope.

Keep names and personal information out of customer examples. Use redacted
extracts that you have permission to share. Do not include passwords, account
access, patient information or confidential client records.

1. THE DECISION
Business and current website:
Service or offer being reviewed:
What changed in the business?
Which decision must this project help you make?
Why does it need attention now?
What would a useful handover let your team do?

2. THE PRIORITY BUYER
Who chooses, uses and pays for the service?
Which buyer group comes first, and why?
Markets and languages the work needs to address:
What event makes this person look for help?
What are they trying to achieve or avoid?
Which buyers or assignments fall outside this offer?

3. THE ALTERNATIVES
What do buyers do today instead of choosing you?
Include another supplier, an internal team, a workaround or doing nothing.
Which alternatives have actual prospects mentioned?
What do they compare: cost, risk, expertise, time or something else?
What evidence supports your description of each alternative?
Which comparisons are still assumptions?

4. THE EVIDENCE RECORD
For each proposed claim, complete a row:
Claim:
Supporting example, document or redacted customer statement:
Source and date:
What this evidence establishes:
What it does not establish:
Permission or verification still needed:
Owner of the next check:

Separate an observed fact, a customer's words and your interpretation.
A delivered strategy or piece of content does not establish a sales increase.
Label hypothetical examples clearly. Leave unsupported results out.

5. A POSITION TO INVESTIGATE
Draft a working statement:
For [priority buyer] facing [buying situation], [business] provides [service].
It is worth considering because [relevant difference], supported by [evidence].

What does this promise require the business to deliver consistently?
Where does it differ from the alternatives buyers actually consider?
Which part would a competitor also be able to say truthfully?
What would make this direction a poor fit?
Keep the draft provisional until the evidence and scope have been reviewed.

6. QUESTIONS FOR BUYERS
What do we need to learn before choosing the direction?
What did the person understand about the offer, in their own words?
What would they compare it with?
What evidence or explanation did they still need?
What contradicted our assumptions?

Record how the people were selected and the limits of the conversations.
A few conversations can reveal questions; they do not establish how an entire
market will behave. New interviews, recruitment and formal testing need an
agreed scope and permission arrangements.

7. KEEP, CHANGE AND HAND OVER
Name, identity or recognition cues worth retaining:
Language or claims that need review:
Touchpoints the direction must guide:
For example: homepage, service page, proposal or sales introduction.
Positioning decisions and evidence to hand over:
Finished copy or design to commission separately:
Who will use the material after handover?
Who approves it, and who resolves conflicting feedback?

8. PROJECT ARRANGEMENTS
Research available and research still required:
Deliverables and exclusions to agree:
Approver, reviewers and their time zones:
Meeting windows and written feedback arrangements:
Target date and dependencies:
Budget range and requested billing currency:
Payment, tax and third-party cost questions for the proposal:
Translation or specialist review requiring a separate scope:

Each positioning engagement receives a written proposal with agreed scope,
deliverables and private commercial terms. Additional research, writing,
design and website tasks are included only when agreed in that scope.
Branding Tatva's positioning work is led remotely by Suman Sharma from India.

9. REVIEW AFTER USE
Save the current wording and the evidence available before changes go live.
Which buyer question or misunderstanding will you review?
What counts as a suitable enquiry for this particular offer?
Who records it, and over which agreed period?
Which changes to traffic, prices, offers or delivery could affect the result?
What would justify retaining, revising or researching the direction further?

Understanding, enquiries and sales are different observations.
This worksheet does not predict conversion, revenue or search positions.

10. SHORT SUMMARY FOR A POSITIONING ENQUIRY
Current website and service:
Priority buyer and market:
Decision to settle:
Evidence available:
Unanswered questions:
Outputs needed:
Approver, review window and desired date:
Budget range and currency:

Share a redacted summary through the existing positioning enquiry:
https://brandingtatva.com/contact?service=brand-positioning#write

Review the positioning scope:
https://brandingtatva.com/brand-positioning

See working positioning statement examples:
https://brandingtatva.com/insights/brand-positioning-statement-examples-why-generic

This is an original planning worksheet. The written proposal confirms the
research, deliverables, responsibilities, fee and dates of any engagement.