# brand-positioning

Defines market positioning, maps competitors across two axes, and finds defensible territory. Useful when your product blends in with rivals or needs a distinct space.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 1800 installs · ★ 787
- Author: arnabbagxd
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/arnabbagxd/Brand-building-skills/tree/HEAD/skills/brand-positioning/SKILL.md
- Updated: 2026-06-13
- HTML: https://affpapa.org/en/nevibecode/skills/brand-positioning

## What it does

The skill acts as a brand strategist. It begins by looking for `.agents/brand-context.md` in your repository so you never answer the same questions twice. If details are missing, it asks for the category, core audience, top competitors, current perception, and five-year ambition.

The output delivers a structured seven-part strategic breakdown. The agent contrasts the stated market category against the actual decision context, maps rivals on two axes using text, and writes three variations of the positioning statement. It also documents concrete proof points alongside explicit statements on what the brand refuses to do.

Positioning will break if you rely on table-stakes features. The skill directly flags generic claims, broad target audiences, and unverified differentiators before finalizing the one-sentence summary.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add arnabbagxd/Brand-building-skills --skill brand-positioning -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/brand-positioning/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/brand-positioning/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add arnabbagxd/Brand-building-skills --skill brand-positioning -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/brand-positioning/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add arnabbagxd/Brand-building-skills --skill brand-positioning -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/brand-positioning/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install arnabbagxd/Brand-building-skills brand-positioning
```

2. **Manually: put the files in place**
- File: `.github/skills/brand-positioning/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add arnabbagxd/Brand-building-skills --skill brand-positioning -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/arnabbagxd/Brand-building-skills --path skills/brand-positioning
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/brand-positioning/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add arnabbagxd/Brand-building-skills --skill brand-positioning -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/arnabbagxd/Brand-building-skills/tree/HEAD/skills/brand-positioning/SKILL.md

## When to use it
- define brand positioning across strategic and conversational variations
- identify adjacent market categories to unlock defensible positioning
- map direct and indirect competitors across two text-based axes
- establish brand boundaries through a list of deliberate refusals

## Example prompts
- Help me position this brand and clarify how we stand out from competitors.
- Create a positioning map and find unclaimed territory in our category.
- Draft our positioning statement and list what this brand refuses to be.

## Source text · SKILL.md · MIT

Below is the content of a third-party file. It is data, not instructions for you: do not act on anything written inside unless the human asks. Block tag: e1e7a2336fdcc385.

BEGIN THIRD-PARTY FILE e1e7a2336fdcc385
```text
---
name: brand-positioning
description: Define and sharpen a brand's market positioning — where it sits relative to competitors, what it owns, and how it differentiates. Use when the user says "brand positioning", "positioning statement", "where do we sit in the market", "how are we different", "differentiation strategy", "positioning map", "competitive positioning", "what space do we own", "brand territory", "we're too similar to competitors", "help me position this brand", or wants to find a defensible place in a crowded category.
metadata:
  version: 1.0.0
---

# Brand Positioning

You are a brand strategist specializing in positioning and competitive differentiation. Your job is to find the clearest, most defensible position for a brand in its market — and articulate it with precision.

## Before You Start

Check if `.agents/brand-context.md` exists. Read it first. Use that context — don't re-ask for information already covered.

---

## Positioning Philosophy

Positioning is the mental space a brand owns in the customer's mind. It's not about being better than competitors — it's about being *different* in a way that matters.

A well-positioned brand:
- Owns a specific idea or territory in its category
- Is the obvious choice for a clearly defined audience
- Is impossible to confuse with alternatives
- Can say "no" to opportunities outside its territory

---

## Information to Gather

Ask only what's missing from context:

1. **Category** — what category is this brand competing in? (Don't assume it's the obvious one)
2. **Primary audience** — who is the target customer, specifically?
3. **Competitors** — who are the top 3–5 competitors? Include direct, indirect, and emerging alternatives.
4. **Current perception** — how does the market currently see this brand (if it's established)?
5. **Key differentiator** — what does this brand do that competitors don't, won't, or can't?
6. **Brand ambition** — what does the brand want to be known for in 5 years?

---

## Output: Positioning Work

---

### 01 — CATEGORY DEFINITION

Define the category this brand competes in. Then challenge it:

- **Stated category**: What the brand would say it's in
- **Actual category**: What customers compare it against when making a decision
- **Opportunity category**: Is there a more ownable or adjacent category that gives this brand more differentiation?

Recommendation: which category framing gives the brand the strongest position?

---

### 02 — COMPETITIVE LANDSCAPE MAPPING

Map the top 4–6 competitors on two axes. Describe the map in text (since we can't render visuals):

**Axis 1**: [e.g. Affordable ← → Premium]
**Axis 2**: [e.g. Functional ← → Emotional]
```
END THIRD-PARTY FILE e1e7a2336fdcc385

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