Set out the business context and the decision you need to make.

The workbook is self-guided. These questions help me understand what you are trying to position and whether the workbook is the right route.

This service reviews and refines one existing positioning statement. It includes assessment against relevant positioning principles taught by the Chartered Institute of Marketing (CIM), category clarity, customer-benefit analysis, differentiation assessment, claim flagging, a scored evaluation, one refined statement and one concise alternative.

Keep the scope to one defined brand or marketing question. Supporting material is used as context rather than reviewed line by line.

This service assesses existing material and produces a prioritised amendment brief. It does not replace the material with a new strategy or full rewrite.

The audit diagnoses where positioning, messaging, consistency or offer presentation is weakening the brand. It does not create the replacement strategy or copy.

The starting scope assumes one business, one offer and one primary market with usable customer, sales or market information. Where evidence is limited, proposed segments will be clearly labelled as hypotheses rather than validated facts.

The fixed scope covers one brand, one primary market and up to five relevant direct competitors, indirect alternatives or substitutes using public and client-supplied evidence.

The starting scope covers one brand and one primary market. More brands, offers, audiences or markets are scoped separately.

These questions distinguish light refinement from full strategic development and identify who must understand, approve and use the statements.

The starting scope covers one brand and one primary market with a settled proposition. If the positioning is unresolved, I will explain whether that needs addressing first.

This is the most comprehensive engagement. The starting scope covers one brand and one primary market; additional complexity is identified from the brief before a quote is issued.