Look for a decision, not a slogan
The output should guide product, pricing, distribution, partnerships and communications. A memorable line is useful only when it expresses a defensible choice.
Inspect the research method
Ask how customer interviews, competitor evidence, search behaviour, sales knowledge and cultural context will be combined. The method should expose disagreement rather than hide it in polished slides.
Test the proposed proof
A position needs product, service or organisational evidence. Request a clear distinction between current truth, ambition and claims that require further substantiation.
Plan implementation from the start
Agree who will translate the position into messages, campaigns, websites, sales materials and market guidance. Include a process for testing and updating without reopening every decision.
Select for the business context
Share the growth objective, markets, commercial constraints and internal decision makers. ICON IMAGE develops positioning as part of marketing, PR and international expansion rather than as an isolated wording exercise.
Editorial sources
Primary sources used to verify the factual statements and publication dates in this article.