Describe the change that triggered the work
Record what changed in the offer, audience, category or competitors. Bring real sales questions, customer language and recent lost opportunities where available. Distinguish evidence from an internal hunch. If the business is still the same but its identity looks inconsistent, a refresh may be enough; if the product is changing, the positioning decision must precede visual execution. Name the person who can approve a strategic choice and the people who must supply evidence.
Choose one primary buyer and the alternatives they see
Write a concrete situation: who is buying, what they are trying to accomplish, why now and what they would do without you. Include direct competitors, internal delivery and postponing the purchase. A statement aimed at everyone is hard to test because it predicts no specific choice. If different markets or languages imply different buying situations, document the differences rather than translating one slogan. The positioning can share a core idea while examples, objections and terminology adapt locally.
Map difference to proof, not adjectives
List each proposed advantage beside a case, capability, process, artifact or operational fact that supports it. If the proof is absent, mark the claim as a hypothesis and plan how to test it. Compare two or three position options against buyer relevance, differentiation, credibility and the team's ability to deliver. Avoid promising revenue or market leadership from a copy change. The output should include a rejected-option record so later reviewers know why the team chose this direction.
Turn the decision into a testable rollout
Translate the chosen position into a one-sentence offer explanation, a hierarchy of messages, proof to show and objections to answer. Apply it first to a representative service page or sales conversation. Ask whether the intended buyer can explain the offer and whether the supporting evidence is visible. Only then decide whether naming, logo, wider identity, website structure or campaign work needs to change. Record owners, languages, priority pages and an acceptance check for each application.
Sources & editorial notes
How we built this guide
EvidenceThis guide combines Dardo’s direct project evidence with our analysis. Project examples are labeled where they appear.
LimitsVisible design and content decisions are not presented as measured ranking, traffic or conversion gains.
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