Case Studies with a Plot
Case Studies with a Plot. If your brand feels fuzzy to you, it’s fog to your audience. Let’s make it obvious and repeatable.
Positioning is the place you occupy in the buyer’s mind relative to alternatives.
Steps
- Design constraints before concepts — Constraints produce coherence; they are not creative jail.
- State the promise in plain words — Avoid poetry; say the outcome a buyer can point to later.
- List three proof points — Social, data, demos. Proof turns belief into trust.
- Define the audience and their stakes — Name who loses what if nothing changes; real stakes sharpen choices.
- Document decisions in one page — People use what they can read in two minutes.
Why this matters: Constraints produce coherence; they are not creative jail. In branding, consistency is a function of decisions captured and reused.
Why this matters: Avoid poetry; say the outcome a buyer can point to later. In branding, consistency is a function of decisions captured and reused.
Why this matters: Social, data, demos. Proof turns belief into trust. In branding, consistency is a function of decisions captured and reused.
Why this matters: Name who loses what if nothing changes; real stakes sharpen choices. In branding, consistency is a function of decisions captured and reused.
Why this matters: People use what they can read in two minutes. In branding, consistency is a function of decisions captured and reused.
Toolkit
- Positioning line — For [audience] who struggle with [problem], we deliver [outcome], proven by [proof].
- Voice ladder — From formal to playful with examples for each channel.
- Messaging blocks — Headline • subhead • bullets • CTA mapped to page sections.
How to use it: For [audience] who struggle with [problem], we deliver [outcome], proven by [proof]. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: From formal to playful with examples for each channel. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: Headline • subhead • bullets • CTA mapped to page sections. Save the final in a shared doc; link from tickets so execution matches intent.
Related Articles
- Category Design for Mortals
- Brand Guidelines in One Page — Case Files #2
- Naming: Memorable Without Being Cute — Playbook #2
- Story Structures That Sell — Guide #2
← Previous: LinkedIn Content That Doesn’t Cringe Next: Website IA for SaaS Brands →