The Positioning Brief brings order to a question many companies rarely think through to the end: what do you actually stand for, compared to whom, and why should anyone care. The skill takes your input on target audience, competitors and strengths and derives a complete framework from it, from the positioning statement through a messaging hierarchy to elevator pitches ready to speak.
\nIt is built for founders, marketing leads and teams facing a relaunch, a pitch or a repositioning who need a first, solid version to work from. The skill does not replace market research or customer interviews. It works exclusively with what you give it and flags assumptions as such rather than inventing figures or competitor data. The result is a draft for internal discussion, not a finished brand concept.
\n" }, { "id": "skill-text", "title": "Skill Text", "html": "Copy the prompt below in full into your AI tool. As a file: positionierungs-expose.en.json
\n" } ], "schritte": [ { "nr": 1, "titel": "Provide input", "beschreibung": "Company or product, target audience, the top three competitors and the USPs are provided.", "rolle": "mensch" }, { "nr": 2, "titel": "Analyze positioning", "beschreibung": "The positioning of competitors is examined and open space in the market is identified.", "rolle": "automatisch" }, { "nr": 3, "titel": "Develop the framework", "beschreibung": "The positioning statement, messaging hierarchy, elevator pitches, tone of voice and tagline suggestions are formulated.", "rolle": "automatisch" }, { "nr": 4, "titel": "Receive the positioning framework", "beschreibung": "The positioning statement, value proposition, messaging hierarchy, pitches, tone of voice and differentiation matrix are ready.", "rolle": "ergebnis" } ], "herausgeber": "Voyage Digital", "version": "2.0", "stand": "2026-07-26", "umsetzung": [ { "titel": "Gather the basics", "text": "Information on target audience, competitors and USPs is gathered." }, { "titel": "Set up the skill", "text": "The skill text is copied and filled in with the relevant details." }, { "titel": "Discuss the result with the team", "text": "Positioning is teamwork, so the result is discussed together with the team." }, { "titel": "Test the elevator pitches", "text": "The pitches are tried out in real conversations." }, { "titel": "Transfer into brand guidelines", "text": "The messaging hierarchy is carried over into the brand guidelines." } ], "zutaten": [ "Company or product", "Target audience", "Top three competitors", "USPs" ], "beispielSzenario": "An HR tech start-up wants to sharpen its positioning before launching a new website relaunch. The founder provides the target audience, competitors and the existing positioning. The skill delivers a positioning statement, a messaging matrix and elevator pitches in different lengths.", "eingaben": [ { "feld": "Company or product", "pflicht": true }, { "feld": "Target audience(s)", "pflicht": true }, { "feld": "Top three competitors", "pflicht": true }, { "feld": "Strengths and USPs", "pflicht": true }, { "feld": "Current positioning", "pflicht": false }, { "feld": "Vision and mission of the company", "pflicht": false }, { "feld": "Industry and company size", "pflicht": false }, { "feld": "Growth stage", "pflicht": false } ], "ausgabe": "A positioning statement, a value proposition canvas, a messaging hierarchy with proof points, elevator pitches in three lengths, a tone of voice profile, several tagline options and a differentiation matrix against competitors.", "prompt": "# DESCRIPTION\nYou develop clear, differentiating brand positioning for B2B and B2C companies and deliver a complete brief from the positioning statement to the elevator pitch. Address the user in a professional manner throughout. If information is missing or unclear, explicitly mark your own assumptions as an assumption and do not invent facts.\n\n# INPUT\n- Company or product (required)\n- Target audience(s) (required)\n- Top three competitors (required)\n- Strengths and USPs (required)\n- Current positioning, if available (optional)\n- Vision and mission of the company (optional)\n- Industry and company size (optional)\n- Growth stage, for example start-up, scale-up, established (optional)\n\n# OUTPUT\n1. Positioning statement (format: For [target audience], who has [need], [brand] is the [category] that offers [differentiation], because [reason])\n2. Value proposition canvas (problem, solution, benefit, differentiation)\n3. Messaging hierarchy: core message in one sentence, three supporting messages, proof points per message\n4. Elevator pitch in three lengths (30 seconds, 60 seconds, 2 minutes)\n5. Tone of voice profile (three adjectives with a short explanation)\n6. Tagline suggestions (three to five options)\n7. Differentiation from competitors (differentiation matrix)\n\n# CONTEXT\n- Domain knowledge: brand strategy, positioning, messaging frameworks\n- Constraint: the positioning relies exclusively on the information provided. Do not invent market research data or substantiated figures that are not available to you. Clearly mark assumptions as an assumption where facts are missing.\n\n# WORKING INSTRUCTIONS\n\n## Step 1: Analyze existing positioning\nExamine the current positioning as well as the positioning of the named competitors. Identify gaps and open space in the market.\n\n## Step 2: Develop the positioning statement\nFormulate a clear, differentiating positioning statement following the format above. It must be conveyable in a single sentence.\n\n## Step 3: Derive the messaging hierarchy\nCreate the core message, three supporting messages and matching proof points for each message. Pay attention to a logical, consistent structure.\n\n## Step 4: Create elevator pitches and tone of voice\nFormulate pitches in the three lengths named above. All versions must be freely speakable. Also define a tone of voice profile with three adjectives.\n\n# QUALITY CONTROL\n- Positioning statement is clear and differentiating\n- Messaging hierarchy is logically structured\n- Elevator pitches can be spoken within the stated times\n- Tone of voice is defined and consistent\n- Differentiation from competitors is traceable\n- Tagline suggestions are memorable and on brand\n- All assumptions are marked as such\n\n# CONVERSATION START\nHello. Let's work together on a positioning brief. Please share:\n1. Company or product: what should be positioned?\n2. Target audience: who do you want to reach?\n3. Competitors: who are the three most important?\n4. USPs: what makes you different?\n5. Optional: current positioning, vision and mission", "einrichtung": { "intro": "Step-by-step guides for ChatGPT, Claude, Copilot Studio and Langdock.", "plattformen": [ { "plattform": "ChatGPT", "anbieter": "OpenAI", "schritte": [ "Copy the skill text above using the copy button.", "Click your profile picture and select \"Skills\".", "Click \"Create skill\" and paste the copied text as the instruction.", "Adjust inputs, outputs and format where your case requires it.", "Save the skill. It is available in all chats from that point on." ], "doku": { "label": { "de": "OpenAI Dokumentation: Skills in ChatGPT", "en": "OpenAI documentation: Skills in ChatGPT" }, "url": "https://help.openai.com/de-de/articles/20001066-skills-in-chatgpt" } }, { "plattform": "Claude", "anbieter": "Anthropic", "schritte": [ "Copy the skill text above using the copy button.", "Open claude.ai and go to \"Skills\" in your profile.", "Create a new skill and paste the copied text as the instruction.", "The skill works in claude.ai, in Claude Code and through the API.", "Available on the Pro, Max, Team and Enterprise plans." ], "doku": { "label": { "de": "Anthropic Dokumentation: Benutzerdefinierte Skills erstellen", "en": "Anthropic documentation: Creating custom skills" }, "url": "https://support.claude.com/de/articles/12512198-benutzerdefinierte-skills-erstellen" } }, { "plattform": "Copilot Studio", "anbieter": "Microsoft", "schritte": [ "Copy the skill text above using the copy button.", "Open Copilot Studio and create a new agent.", "Paste the copied text as the instruction.", "Connect knowledge sources and tools where needed.", "Publish the agent for yourself or for your organisation." ], "doku": { "label": { "de": "Microsoft Dokumentation: Einen Agent erstellen und bereitstellen", "en": "Microsoft documentation: Create and deploy an agent" }, "url": "https://learn.microsoft.com/de-de/microsoft-copilot-studio/fundamentals-get-started" } }, { "plattform": "Langdock", "anbieter": null, "schritte": [ "Copy the skill text above using the copy button.", "Open the sidebar and click \"Add skill\".", "Paste the copied text directly as the instruction.", "Connect the skill to integrations such as Gmail or Slack where needed.", "Save the skill and release it for yourself or your team." ], "doku": { "label": { "de": "Langdock Dokumentation: Skills", "en": "Langdock documentation: Skills" }, "url": "https://docs.langdock.com/de/product/chat/skills" } } ] }, "itemIcon": "compass", "recommended": [ { "slug": "landingpage-skript", "category": "skill", "name": "The Landing Page Script", "teaser": "Builds a complete, conversion-oriented landing page text structure from product, target audience, main problem and top USPs, from the hero section to the final call to action.", "domaene": "Marketing & Kampagnen", "itemIcon": "app-window" }, { "slug": "anzeigen-konzept", "category": "skill", "name": "The Ad Concept", "teaser": "Creates three ad variants with different hooks for Google Ads, Meta Ads or LinkedIn Ads from a short briefing, ready to use directly in A/B tests.", "domaene": "Marketing & Kampagnen", "itemIcon": "monitor-play" }, { "slug": "event-paket", "category": "skill", "name": "The Event Package", "teaser": "Turns a handful of event details into a complete promotion package, covering invitation emails, social posts, landing page copy and a follow-up plan.", "domaene": "Marketing & Kampagnen", "itemIcon": "calendar-heart" }, { "slug": "kampagnen-konzept", "category": "skill", "name": "The Campaign Concept", "teaser": "Turns a campaign's goal, offer, target audience, budget and timeframe into a complete concept with a creative idea, channel mix and KPIs in a single pass.", "domaene": "Marketing & Kampagnen", "itemIcon": "target" }, { "slug": "vordenker-konzept", "category": "skill", "name": "The Thought Leadership Blueprint", "teaser": "Develops a systematic strategy for positioning yourself as a thought leader, from choosing your topics to a concrete 90-day implementation plan with measurable success metrics.", "domaene": "Marketing & Kampagnen", "itemIcon": "telescope" }, { "slug": "anzeigentext-schreiber", "category": "assistent", "name": "The Ad Copy Writer", "teaser": "The Ad Copy Writer analyzes an existing ad text for Google Ads, Meta Ads or LinkedIn and returns three to five optimized, platform-compliant variants, each with a rationale for the change.", "domaene": "Marketing & Kampagnen", "itemIcon": "megaphone" }, { "slug": "hook-schreiber", "category": "assistent", "name": "The Hook Writer", "teaser": "Develops multiple opening lines for social media, emails, ads and landing pages from product, audience and channel, each labeled with a copywriting technique, psychological trigger and testing recommendation.", "domaene": "Marketing & Kampagnen", "itemIcon": "anchor" }, { "slug": "pitch-schreiber", "category": "assistent", "name": "The Pitch Writer", "teaser": "Condenses an idea, product or person into a spoken elevator pitch of 30 to 60 seconds with a hook, value proposition, unique selling point and call to action.", "domaene": "Marketing & Kampagnen", "itemIcon": "speech" }, { "slug": "testvarianten-planer", "category": "assistent", "name": "The A/B Test Planner", "teaser": "From an element to test and an optimization goal, concrete A/B test ideas emerge, each with a hypothesis, a control variant and a test variant, ready to use for your next experiment.", "domaene": "Marketing & Kampagnen", "itemIcon": "split" }, { "slug": "persona-raster", "category": "skill", "name": "The Persona Grid", "teaser": "The Persona Grid turns your customer segments into two to three fully developed buyer personas, each complete with goals, pain points and a concrete messaging recommendation.", "domaene": "Marketing & Kampagnen", "itemIcon": "user-round" }, { "slug": "launch-architekt", "category": "assistent", "name": "The Launch Architect", "teaser": "Turns a launch object, goals, target audience and timeframe into a complete, phase-by-phase launch plan with responsibilities, KPIs and risk assessment, ready for team coordination.", "domaene": "Marketing & Kampagnen", "itemIcon": "rocket" }, { "slug": "conversion-copywriting", "category": "tool", "name": "conversion-copywriting", "teaser": "conversion-copywriting packages Harry Dry's publicly documented Marketing Examples playbook on page structure and copy craft for higher conversion.", "domaene": "Marketing & Kampagnen" }, { "slug": "zweitverwertungs-strecke", "category": "workflow", "name": "The Content Repurposing Pipeline", "teaser": "Automatically turns every new blog post into several channel-ready content drafts and files them directly as tasks for your team.", "domaene": "Content & Redaktion", "itemIcon": "recycle" } ] }