Brand Positioning and Messaging
What is Brand Positioning?
Positioning = The place your brand occupies in a customer’s mind relative to competitors.
You don’t get to choose your positioning. Your audience assigns it to you. But you can influence it.
The Positioning Statement Formula
For [target audience]
who [have this problem / want this outcome],
[Brand Name] is the [category]
that [key differentiator]
because [proof / reason to believe].
Example:
For early-stage founders in Africa
who are building products without systems,
imageleft Academy is the skills program
that combines AI, business execution, and real outcomes
because every track ends with a deployable skill, not just a certificate.
Brand Voice Framework
| Dimension | Options | Your Choice |
|---|---|---|
| Tone | Formal ↔ Conversational | ____ |
| Energy | Calm ↔ Energetic | ____ |
| Authority | Expert ↔ Peer | ____ |
| Edge | Safe ↔ Provocative | ____ |
Pick one per row. Write 3 sentences that match. Test with your audience.
Message Hierarchy
Level 1 — Headline (5–10 words)
The single most important thing you want them to feel
Level 2 — Subheadline (15–25 words)
The problem you solve and for whom
Level 3 — Body copy
Proof, mechanism, and a call to action
Content Pillars
Every brand should have 3–5 content pillars — the recurring themes you always come back to.
Example for a sales-focused brand:
- Mindset (beliefs that separate closers from pushers)
- Tactics (specific scripts, frameworks, templates)
- Stories (wins, losses, real client examples)
- Industry (what’s changing in sales right now)
Map every post to a pillar before you write it.
The Hook Formula
Pattern interrupt: Say something unexpected in the first line
↓
Tension: Introduce the problem or contradiction
↓
Payoff: Deliver the insight or solution
↓
CTA: Tell them what to do next