The Personal Brand Positioning Prompt Pack

I am building a positioning statement for my personal brand. To start, I need to identify the founding moment: the specific experience or turning point that set me on this path.

Here is my background: [PASTE 3-5 SENTENCES ABOUT YOUR CAREER HISTORY]

Here is what I do now: [DESCRIBE YOUR CURRENT WORK IN 1-2 SENTENCES]

Here is a moment that changed how I thought about this work: [DESCRIBE ONE SPECIFIC EXPERIENCE, PROJECT, OR DECISION THAT SHIFTED YOUR DIRECTION]

From this, write three versions of my 'founding moment' in 2-3 sentences each. Each version should:
- Start with a specific situation, not a generic statement
- Name the tension or problem I saw that others were ignoring
- End with the conclusion I drew that now shapes how I work

Do not use the words 'passionate', 'journey', or 'mission'. Do not start with 'I have always'. Keep every sentence concrete.

I need to identify the specific evidence that makes my positioning credible. Generic claims are worthless without proof.

My work history includes: [LIST YOUR ROLES, BUSINESSES, OR MAJOR PROJECTS WITH APPROXIMATE DATES]

Results I have produced for clients or in my own business: [LIST 5-8 SPECIFIC OUTCOMES WITH NUMBERS WHERE POSSIBLE]

Categories of clients or businesses I have worked with: [LIST THE TYPES, NOT THE NAMES]

From this information, produce:
1. A 'credibility spine': the 3-4 pieces of evidence that are most specific, most surprising, or hardest to replicate
2. A list of any claims I have made that are vague and need a specific example to back them up
3. One sentence I could say out loud to a sceptical stranger that would stop them mid-sentence

Flag any evidence that sounds like every other consultant in my space. I want what is genuinely mine.

I want to understand what category I am currently placed in, and whether that category is working for me.

How I currently describe my work: [PASTE YOUR CURRENT BIO, TAGLINE, OR HOW YOU INTRODUCE YOURSELF]

My target audience: [DESCRIBE WHO YOU WANT TO WORK WITH: INDUSTRY, COMPANY SIZE, ROLE, SITUATION]

Competitors or peers who appear in the same searches or conversations as me: [LIST 3-5 NAMES OR TYPES]

Analyse my current positioning against these three questions:
1. When someone reads my current description, which category do they place me in?
2. Is that the category where my target audience is actively spending money and looking for help?
3. What category would I own if I described myself differently?

Then write two alternative one-sentence category claims that place me in a more specific or more valuable category than my current one. Each should be a claim I can back with evidence from the inventory I provided.

I want to identify the specific types of work, clients, or approaches I refuse to take on, and use those refusals to sharpen my positioning.

Work I have turned down or walked away from: [LIST 3-5 SPECIFIC TYPES OF PROJECTS, CLIENTS, OR REQUESTS YOU HAVE DECLINED]

Approaches or tactics in my industry that I think are wrong, outdated, or harmful: [LIST 3-5 WITH A BRIEF REASON FOR EACH]

The type of client relationship that always ends badly for me: [DESCRIBE THE DYNAMIC, NOT JUST THE PERSON TYPE]

From this, write:
1. My 'professional refusals': 3 short statements that start with 'I do not' or 'I will not', each explaining the principle behind the refusal in one sentence
2. A paragraph (5-7 sentences) I could use on a sales call or about page that turns these refusals into a positive case for working with me
3. One sentence that names my 'enemy': the approach, mindset, or tactic in my industry that I am the alternative to

The tone should be confident and matter-of-fact, not defensive or combative. Do not use the words 'passionate', 'authentic', or 'different'.

To position myself clearly, I need to name who I am not for. This is not about being difficult. It is about being honest so the right clients self-select.

A client engagement that went badly: [DESCRIBE THE SITUATION WITHOUT NAMING THE CLIENT: WHAT THEY EXPECTED, WHAT WENT WRONG, WHAT YOU LEARNED]

The type of brief or project that produces my worst work: [BE SPECIFIC ABOUT THE CONDITIONS, NOT JUST THE INDUSTRY]

The mindset or expectation that signals a client is wrong for me: [DESCRIBE THE BELIEF OR BEHAVIOUR, NOT THE PERSON'S DEMOGRAPHICS]

Write:
1. A 'not for you if' list with 4-5 items. Each item should be specific enough that the wrong client recognises themselves and the right client feels relief
2. A 'right for you if' list with 4-5 matching items that describe my ideal client's situation, not their demographic
3. One honest sentence I could put on my website that filters out the wrong client before we ever get on a call

Do not hedge. Do not soften with 'this might not be the right fit'. State it plainly.

Strong positioning often requires disagreeing with something widely believed in your industry. I want to identify the belief I am willing to publicly argue against.

My industry or professional category: [NAME IT]

A widely accepted piece of advice in my space that I think is wrong, incomplete, or oversimplified: [STATE THE BELIEF AND WHY YOU THINK IT MISSES SOMETHING]

What I think is true instead, based on my actual experience: [STATE YOUR ALTERNATIVE VIEW WITH A SPECIFIC EXAMPLE OR RESULT THAT SUPPORTS IT]

Write three versions of a 'contrarian take' I could post publicly:
1. A short LinkedIn post format (4-6 lines, no hashtags)
2. A one-paragraph version for an email or about page
3. A single sentence I could say out loud in a conversation that would make the right person want to know more

Constraints: no rhetorical questions, no 'hot take' framing, no 'unpopular opinion' opener. State the position directly. Let the disagreement speak for itself.

I want to write my positioning as if it is addressed to one specific person, not a demographic segment.

The best client I have ever worked with: [DESCRIBE THEM WITHOUT NAMING THEM: THEIR SITUATION WHEN THEY CAME TO ME, WHAT THEY WERE TRYING TO DO, WHAT MADE THE ENGAGEMENT WORK]

What they had tried before working with me: [LIST 2-3 APPROACHES OR SOLUTIONS THEY HAD ALREADY ATTEMPTED]

The moment they knew the engagement was working: [DESCRIBE THE SPECIFIC MOMENT OR RESULT]

Write:
1. A one-paragraph description of this person written in second person ('You are the kind of person who...'). It should read like I am describing them from memory, not writing a marketing persona
2. The one sentence that captures what this person actually wants, underneath the surface request they usually make
3. A rewrite of my current positioning statement or tagline that speaks directly to this person's real situation

Do not use the words 'ideal client', 'target audience', or 'avatar'. Write as if you know exactly who you are talking to because you have met them.

I want to describe the exact situation my best clients are in before they find me. The more precisely I can name this, the more magnetic my positioning becomes.

What my clients are usually doing or thinking before they reach out to me: [DESCRIBE THE SITUATION IN AS MUCH DETAIL AS YOU CAN]

The specific frustration, bottleneck, or problem that triggers the search for someone like me: [BE AS SPECIFIC AS POSSIBLE]

The words they actually use to describe their problem (not the technical language I use): [LIST THE PHRASES THEY ACTUALLY SAY]

Write:
1. A 'before state' paragraph (5-7 sentences) written from the client's perspective in second person. It should name the specific situation, the specific frustration, and the specific thing they have tried and found lacking
2. A list of 5 sentences that start with 'You are tired of...' or 'You have tried...' that I could use on a sales page or in an email
3. A one-sentence 'before state hook' I could open a talk, a post, or a sales call with

Constraints: no hype, no fabricated urgency, no claims about feelings the client may not actually have. Every sentence should be recognisable to someone who is living this situation.

I want to describe the specific, concrete outcome my best clients reach after working with me. The more specific the after state, the stronger my positioning.

The most significant result a client has achieved after working with me: [DESCRIBE THE RESULT WITH NUMBERS OR SPECIFIC CHANGES WHERE POSSIBLE]

What clients typically say or do differently after working with me: [BE SPECIFIC ABOUT BEHAVIOUR OR LANGUAGE CHANGES, NOT JUST FEELINGS]

What clients can now do, decide, or say that they could not before: [LIST 3-5 SPECIFIC CAPABILITIES OR SITUATIONS]

Write:
1. An 'after state' paragraph (5-7 sentences) in second person that describes the tangible situation the client is in once the work is done. Name specific changes, not emotional states
2. A list of 5 sentences starting with 'After working together, you...' that are specific enough to be checkable
3. A one-sentence outcome claim I could put in my bio that replaces any vague statement about helping people grow or succeed

Constraints: no fabricated statistics, no exaggerated claims, no 'transform' or 'unlock'. If a result requires a qualifier, include the qualifier.

I want to name my specific approach or method so it becomes ownable and memorable.

How I approach my work differently from the standard way in my industry: [DESCRIBE YOUR PROCESS OR PHILOSOPHY IN 3-5 SENTENCES]

The specific steps or principles I apply that others in my space do not, or do differently: [LIST THEM]

A result my method produces that a standard approach does not: [DESCRIBE ONE SPECIFIC DIFFERENCE IN OUTCOME]

Write:
1. Three possible names for my method or approach. Each name should be 2-4 words, be instantly interpretable, and hint at the outcome rather than the process. No generic words like 'framework', 'system', or 'method' in the name itself
2. A one-paragraph description of my approach (5-7 sentences) that a non-expert could read and immediately understand what makes it different
3. A one-sentence version of the same thing that I could drop into a conversation without it sounding like a sales pitch

Constraints: avoid corporate-speak and self-congratulation. The description should make the right person lean in, not scan past it.

I want to identify the specific combination of experience, knowledge, or perspective that no one else in my space has in the same way.

The combination of roles, industries, or experiences I have had: [LIST THEM, EVEN THE ONES THAT SEEM UNRELATED]

Knowledge or skills I have that are unusual for someone in my primary category: [LIST THEM]

Something I have built, written, or created that demonstrates this combination: [DESCRIBE IT]

Write:
1. A paragraph (4-6 sentences) that names my unfair advantage by connecting these elements into a coherent story. The logic should be: 'Because I have done X and Y, I can see Z that others miss'
2. Three one-sentence versions of the same advantage for different contexts: one for a LinkedIn bio, one for a podcast introduction, one for a cold email
3. The one sentence that, if I said it in a room full of competitors, would be true of me and only me

Do not start with 'I am unique' or 'unlike other consultants'. Let the specifics do the work.

I want to ground my point of difference in a specific story that shows my method in action.

A project or engagement where my approach produced a result that surprised even the client: [DESCRIBE THE SITUATION, WHAT I DID DIFFERENTLY, AND WHAT HAPPENED]

The moment in that project where my specific background or approach was the deciding factor: [IDENTIFY THE SPECIFIC DECISION OR ACTION]

What a more conventional approach would have done instead: [DESCRIBE THE ALTERNATIVE PATH AND WHY IT WOULD HAVE FALLEN SHORT]

Write:
1. A case study in miniature: 5-7 sentences that tell the story of this project using the structure 'situation, decision, result'. Do not editorialize. Let the facts carry the weight
2. A one-paragraph version of the same story written for a sales page: same facts, slightly warmer tone, still no hype
3. A two-sentence version I could use as a proof point inside a larger positioning statement

Constraints: no client names, no fabricated details, no outcome claims that cannot be verified. If a number is approximate, say so.

I am ready to write a full positioning statement for my personal brand. Here is the material I have developed:

Founding moment: [PASTE YOUR BEST OUTPUT FROM PROMPT 1]
Evidence spine: [PASTE YOUR CREDIBILITY SPINE FROM PROMPT 2]
Category claim: [PASTE YOUR BEST ALTERNATIVE CATEGORY CLAIM FROM PROMPT 3]
Professional refusals: [PASTE FROM PROMPT 4]
Ideal client description: [PASTE FROM PROMPT 7]
After state: [PASTE FROM PROMPT 9]
Unfair advantage: [PASTE FROM PROMPT 11]

Using all of this, write a long-form positioning statement (200-300 words) that:
- Opens with the category I own, not with my name or job title
- Names the specific type of person I work with and their real situation
- States what I produce and why my approach produces it when others cannot
- Includes one specific proof point or result
- Names what I am not and will not do
- Closes with one sentence that makes the right person want to contact me

Do not use any of these words: passionate, journey, mission, authentic, transparent, unique, different, impact, game-changer. Write as if speaking to one specific person, not a general audience.

Using the long-form positioning statement I have just developed: [PASTE YOUR LONG-FORM STATEMENT]

Write four versions of a short professional bio:

1. LinkedIn summary (50-75 words): starts with what I do and for whom, includes one proof point, ends with a low-friction call to action
2. Speaker bio (75-100 words): third person, names the specific area of expertise, includes one result or credential, one sentence on what I am known for
3. Email signature bio (1-2 sentences): states category and outcome only, no fluff
4. Podcast guest intro (25-35 words, third person): one sentence on what I do, one sentence on a specific result or claim, no adjectives except those backed by evidence

Constraints across all four: no em-dashes, no curly quotes, no exclamation marks, no 'I help [audience] to [vague outcome]' structure unless the outcome is specific. Each version should work on its own without needing context from the others.

I want to stress-test my positioning statement before I use it publicly.

My current positioning statement: [PASTE YOUR LONG-FORM STATEMENT]

My top three competitors or closest alternatives: [DESCRIBE THEM WITHOUT NAMING THEM: WHAT THEY DO, WHO THEY SERVE, HOW THEY DESCRIBE THEMSELVES]

Run this positioning through five tests and give me a verdict and specific fix for each:

1. The swap test: could any of my competitors use this exact statement without changing a word? If yes, what specific phrase makes it generic and what should replace it?
2. The specificity test: does every claim have a specific detail behind it, or are there claims a sceptic could dismiss as unprovable?
3. The audience test: if my target client read this cold, would they immediately recognise their own situation in it, or would they have to work to see themselves?
4. The refusal test: does this statement make clear what I will not do? If not, what refusal would sharpen it?
5. The proof test: is there at least one piece of evidence in this statement that could not apply to a competitor?

For each test, give me: verdict (pass or fail), the specific weak line, and a rewrite of that line only.

Using my refined positioning statement: [PASTE YOUR STATEMENT]

Write 10 headline variations I can test across my website, LinkedIn, and social content. The headlines should span different angles:

- 2 headlines that name the specific outcome
- 2 headlines that name the specific problem I solve
- 2 headlines that use my contrarian take as the hook
- 2 headlines that name the specific type of client
- 2 headlines that lead with my unfair advantage

Constraints:
- No question headlines
- No 'how to' headlines
- No exclamation marks
- Maximum 12 words per headline
- No em-dashes or en-dashes
- No vague words: 'results', 'success', 'growth', 'better' without a modifier that makes them specific

For each headline, add one sentence explaining which part of my positioning it emphasises and which channel it is best suited for.

I want to write the copy for my personal brand about page using my positioning statement as the foundation.

My positioning statement: [PASTE]
My founding moment: [PASTE BEST VERSION]
My proof of method story: [PASTE]
My ideal client description: [PASTE]
My professional refusals: [PASTE]

Write a complete about page structure with copy for each section:

1. Opening statement (2-3 sentences): names what I do, for whom, and what makes my approach specific. Does not start with 'Welcome' or 'Hi, I am [Name]'
2. The problem section (3-4 sentences): names the real situation my client is in before they find me, using their language not mine
3. My approach (4-5 sentences): names what I do differently and why it produces a different result
4. Why I do this work (3-4 sentences): the founding moment rewritten for a public audience. Specific and honest, not motivational
5. Who this is not for (3-4 sentences): written as a service to the reader, not as gatekeeping
6. Social proof placeholder: a structure sentence I can fill in with a real client result or testimonial
7. Closing CTA (2-3 sentences): one specific next step, no hype

Constraints: British spelling throughout, no em-dashes, no curly quotes, no 'passionate' or 'journey', maximum one exclamation mark in the entire page.

I want a verbal version of my positioning that works in real-world conversations without sounding rehearsed.

My positioning statement: [PASTE]
The professional context where I most often introduce myself: [DESCRIBE: NETWORKING EVENTS, PODCAST INTROS, CLIENT CALLS, CONFERENCES, ETC.]
The question I am most often asked: [PROBABLY 'WHAT DO YOU DO?' BUT BE SPECIFIC]

Write three versions of an elevator pitch:

1. The 15-second version (25-35 words): for when someone asks 'what do you do?' at a social event. Should prompt a follow-up question, not close a conversation
2. The 60-second version (100-120 words): for a formal introduction at a professional event. Covers category, client type, method, and one proof point
3. The conversation starter (1-2 sentences): not an answer to 'what do you do?' but something I could say first that positions me before anyone asks

For each version, write a note on the tone: where to pause, what to slow down on, where the hook lands. Write the pitch in a natural spoken register, not a polished corporate one.

Constraints: no buzzwords, no 'I help people achieve their goals', no 'passionate about'. Write the words as I would actually say them, not as I would write them.

I want to generate a month of content angles that reinforce my positioning without repeating the same point.

My positioning statement: [PASTE]
My contrarian take: [PASTE]
My professional refusals: [PASTE]
My unfair advantage: [PASTE]

Generate 20 content angles across five categories:

1. Proof points (4 angles): specific results, projects, or decisions I can write about that demonstrate my positioning without self-promotion
2. Contrarian takes (4 angles): specific beliefs I hold that differ from the mainstream in my space, stated as declarative positions not questions
3. Behind the method (4 angles): specific elements of how I work that would surprise my target client or reveal something they did not know about my approach
4. Client before states (4 angles): specific situations my clients are in that I can write about from the outside, showing I understand their world
5. Refusal stories (4 angles): things I have turned down and why, written as decisions not complaints

For each angle, give: the core point in one sentence, the format it suits best (short post, long post, email, video script), and the one sentence that would make the right person stop scrolling.

Constraints: no generic listicle angles ('5 things I wish I had known'), no angles that require me to fabricate a story, no angles that position me against named competitors.