What’s on the Positioning poster
The rule, 3 worked examples, and the mistake everyone makes.
- A position states who it is for, what it offers, and why that is credible against alt…
- For [segment] who [need], we are [category] that [benefit], because [proof].
- Too broad = For everyone who wants quality
- Specific = For sceptical first-time buyers
- The test = Would a rival claim the opposite?
- Common mistake: Claiming quality, service and value together → Choosing one and being…
If no sensible competitor would take the opposite position, yours is a hygiene factor, not a differentiator.
Questions about the Positioning poster
- What’s on the Positioning poster?
- The rule, 3 worked examples, and the mistake everyone makes. A position states who it is for, what it offers, and why that is credible against alt…; For [segment] who [need], we are [category] that [benefit], because [proof].; Too broad = For everyone who wants quality; Specific = For sceptical first-time buyers; The test = Would a rival claim the opposite?; Common mistake: Claiming quality, service and value together → Choosing one and being…. If no sensible competitor would take the opposite position, yours is a hygiene factor, not a differentiator.
- Who is the Positioning poster for?
- Positioning belongs to the Marketing section rather than to a school year, because business is not something one grade owns. Anyone learning brand & positioning can pin it up — a beginner, a student mid-course, or someone revising years later.
- When should you use the Positioning poster?
- Positioning is a choice about who you are not for. Without that, it is not a position. A wall chart earns its place by being glanceable from where the work is happening, so Positioning belongs on the wall where that business work actually happens, within glancing distance, rather than filed away.
- What other posters go with Positioning?
- Brand & Internal Culture, Brand Architecture and Brand in a Crisis sit alongside Positioning in the Marketing section. Printed together they make a wall rather than a single sheet, which is how a reference set actually gets used.Brand & Internal CultureBrand ArchitectureBrand in a Crisis
- Is the Positioning poster free to download and print?
- Yes. Positioning downloads as a free PDF with no account, no email and no watermark, like everything else in the Marketing section. Print as many copies as you like for a home, a classroom, a library or a tutoring group; reselling the file is the only thing the licence rules out.Read the licence
- What size does the Positioning poster print at?
- Positioning is a vector PDF laid out for US Letter, and prints on A4 with Fit to page — the same file, no separate download. Because every mark on it is drawn rather than photographed, it stays sharp enlarged to A3, A2 or A1 at a copy shop. Colour carries emphasis only, so a greyscale print of Positioning loses nothing.Printing guide
Related posters
Charts that sit alongside Positioning on the same wall.
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