Brand Strategy
Brand Positioning Canvas
A foundational tool to map your brand’s unique place in the market.
What it is:
This framework, popularized by April Dunford in her book *Obviously Awesome*, helps teams clearly articulate what makes them different and valuable in their market. The Positioning Canvas guides you through defining your competitive alternatives, unique features, value, and target audience.
It creates alignment around a central brand promise and is especially helpful when launching new products, refreshing a brand, or entering a new market. Positioning is not what you say—it’s how people categorize you.
Using this canvas helps ensure your offering is clearly understood and distinct from the noise.
By using the Positioning Canvas, you can ensure your value proposition resonates with your target audience and that your marketing efforts are rooted in strategic consistency, not just creative whim.
This framework is especially useful during brand launches or repositioning efforts because it brings together fragmented ideas into one cohesive narrative. Rather than guessing at how to describe your brand, the canvas guides you through structured decisions that align your internal team and clarify your external messaging.
The Positioning Canvas is a strategic framework that helps companies clearly define how their brand is perceived in the minds of customers — and how it can stand out in a crowded market. It’s a visual tool that breaks positioning into distinct components: audience, problem, solution, category, differentiators, proof points, and personality.
Use it when:
- Launching a new brand
- Repositioning an existing brand
- Building consensus with stakeholders
Why it works:
- Encourages strategic clarity
- Helps unify messaging
- Prepares brand for execution
Want to map your brand’s position with us?