6-Step Framework
Step 1: Define
Your answers will surface what sets you apart, how you deliver results, and what evidence supports your authority.
This is your edge. Whether it’s your approach, your process, or your values, clarity here is what sets your brand apart.
2: What is your current unique value proposition or positioning statement (if any)?
We need to know how you’re communicating your value. If it’s vague or too generic, it won’t land with your audience.
3: Do your prospects and clients understand what makes you different?
This tells us whether your message is coming through clearly, or if it’s getting lost and forcing you to compete on price.
4: What forms of social proof do you currently have in place?
Things like testimonials, case studies, and results give your claims credibility. Without proof, authority is difficult to establish.
5: Where are those proof points currently shown or communicated?
We need to make sure your best proof is actually visible, on your website, in your sales process, and in all your content.
6: Do you regularly publish thought leadership or perspective content?
Authority is built through consistent insight. If you’re not sharing your viewpoint, you’re missing an opportunity to lead the conversation in your space.
7: What topics or viewpoints are you uniquely qualified to speak on?
Your real authority comes from experience and insight. This helps us define the topics where your voice matters most.
8: How often do you feel like you’re being compared to lower-cost or less-qualified competitors?
If this is happening frequently, your differentiation likely isn’t strong or visible enough to shift the conversation.
9: Do you have a clearly defined niche, category, or audience that you’re known for serving?
Being known for something specific makes it easier for the right people to find you, and for you to position yourself as the expert.
10: If your differentiation and authority were crystal clear, what would that change in your business?
Whether it’s better clients, higher conversions, or stronger confidence, this defines what we’re building toward.
Step 2: Clarify
Your differentiator should be clear, specific, and relevant to your ideal client’s needs, not generic claims.
- Highlight what you do better, faster, or more effectively.
- Focus on outcomes, not just services.
- Use language your audience already understands.
- Avoid words like “quality” or “trusted” unless you can prove them.
“We are a [business type] that serves [target audience]. Based on our strengths and feedback, help us write a clear differentiator sentence that defines what makes us the best choice.”
Step 3: Prove
Authority requires evidence. We collect and format the metrics, case studies, and testimonials that validate your positioning.
- List your most powerful stats or client outcomes.
- Gather social proof, logos, awards, or media mentions.
- Choose 2–3 core case studies that align with your differentiator.
- Format each into an easy-to-use story block or graphic.
“We are a [business type] that serves [target audience]. Help us organize our results, case studies, and social proof into compelling authority content that backs up our differentiator.”
Step 4: Articulate
Now we turn raw data and outcomes into messaging that builds trust across your website, sales materials, and content.
- Create a ‘Why Us’ section that explains your proof of performance.
- Turn stats into visuals or infographics for your homepage.
- Rewrite your About, Services, or Sales pages to reflect positioning.
- Include client quotes or logos throughout your site.
“We are a [business type] that serves [target audience]. Help us write persuasive web copy and brand messaging that explains our differentiator and showcases our authority.”
Step 5: Broadcast
Authority is built over time through repetition, perspective, and visibility. Show what you know and how you think.
- Share stories, lessons, and insights from client results.
- Post regular opinion content that reflects your unique point of view.
- Speak on podcasts, panels, or in your industry space.
- Add a blog or resource section to your site that ties back to your positioning.
“We are a [business type] that serves [target audience]. Help us plan 3–5 content pieces that reinforce our differentiator and build authority with our target market.”
Step 6: Systemize
To stay consistent, your positioning and authority content should live in a central system that your whole team uses.
- Create a ‘Positioning Guide’ document with proof points, brand beliefs, and core differentiator messaging.
- Train your sales and marketing teams to speak from the same source.
- Regularly update proof and content to reflect new wins.
- Align internal and external messaging around your key claims.
“We are a [business type] that serves [target audience]. Help us build a positioning system that organizes our differentiators, proof, and authority-building content in one shared guide.”
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