The Positioning and Brand Handbook
Marketing · Nº 21
The Positioning and Brand Handbook
Escape the Price War and Become Known for What You Do Best
You do better work than the low bidder. So why does the low bidder keep winning?
24 tools, customer interview scripts, and a spreadsheet that walk you from the price war to one clear position, a promise you can prove, and a brand people remember by name.
You get 24 tools to read the signs of a price war, choose your niche, write one promise backed by proof, and give your brand a name, a tone, and a look. Plus an 8-tab spreadsheet, filled in with a worked example.
A book explains the method. This handbook puts it to work: the tool, a worked example, and a spreadsheet with your numbers.
One-time payment of $29.00. The order form shows the final amount, with any taxes for your country, before you pay.
Digital delivery: PDF handbook, spreadsheet and access on the Consylion platform.
14-day money-back guarantee: if it isn't what you expected, request a full refund within 14 days of purchase.
Your order is processed by Digistore24, our authorized reseller. By purchasing, you accept the terms of use and purchase · refund policy.
Another quote request comes in. You already know how it ends: they asked two other companies, and the cheapest number wins. So you shave a little off, again. Your website says quality, commitment, and fair prices, same as every competitor in town. And six months later, when that customer needs you again, they search online because they can't remember your name.
THE SPREADSHEET
Positioning and brand spreadsheet
Use the completed example as a reference and enter your business data in the marked fields. Check the instructions and the calculations before you make a decision.
SOUND FAMILIAR?
Three situations this handbook solves
A customer asks for a discount
Instead of caving on the spot, you pull up the reply from the Template kit. You show what the price includes and offer a small discount only in exchange for something, like an annual contract. Otherwise, the price stays as quoted.
Your designer wants a brief
You fill in the designer brief from the Template kit: your position, the archetype, what stays because customers already know it as yours, and what goes. The designer works from your position, not from a guess.
You're about to rewrite the website
Before anything goes live, you show the old page and the new one for 5 seconds each to customers in your niche and ask what the company does. You keep the version they get right.
INSIDE
What you'll find in each tool
Five parts, in order. First, measure how deep you are in the price war and hear how customers really describe you. Then choose a niche with scores, not gut feel. Then write the promise, gather the proof, and test both with real customers. Then build the identity: archetype, tone, name, and assets. Finally, make the brand show up the same way at every touchpoint.
WHAT YOU GET
Everything included in your purchase
- The Positioning and Brand Handbook in PDF: 24 tools, each with a step by step, a worked example, and an exercise
- The positioning and brand spreadsheet in Excel and Google Sheets, with 8 working tabs, filled in with the example company
- The Template kit: 13 ready-made texts, from the customer interview script to a reply to discount requests and an annual brand review
- 2 worksheets to fill in (positioning platform and touchpoint audit) and a 30-day plan, one week per stage
- Access to your handbook on the Consylion platform
Full table of contents
The 24 tools, in the order you'll use them
Part 1 · Part 1 · Get out of the price war
- 01The signs of a price warSix signs, checked against your own numbers, that show whether customers pick you on price alone
- 02How customers see you todayA 20-minute interview with 10 to 12 customers and the exact words they use about you
- 03The competitor mapYou and your competitors on two axes, so you can see where the open space is
- 04The spot only you can ownWhere what customers want, what you do well, and what nobody else does overlap
Part 2 · Part 2 · Choose your position
- 05Choose your nicheScore each customer group from 1 to 5 and find the one where you can be first
- 06A category of your ownA name for what you do that customers get right away and no competitor owns
- 07Match on the basics, stand out where it mattersCover what every customer expects, then put your effort into the few things that tip the choice
- 08What to stop doingEliminate, reduce, raise, and create, so the new position actually holds
Part 3 · Part 3 · The promise and the proof
- 09The core promiseOne specific promise a customer can check, instead of a list of nice adjectives
- 10The proof behind the promiseNumbers, method, credentials, and testimonials that back up what you say
- 11The positioning platformYour whole position on one page, so the whole team says it the same way
- 12The brand lineA plain description of what you do plus a tagline, tested with 15 customers
- 13Test your position with customersThe 5-second test and questions that don't lead the answer
Part 4 · Part 4 · The brand identity
- 14The brand archetypeThe role your brand plays, picked from the 12 classic archetypes
- 15Personality and tone of voiceThree traits and a clear is and isn't, from the quote to the text message
- 16Brand name and trademarkSix criteria for a good name and the steps to protect it as a trademark
- 17An identity people recognizeThe colors, symbols, and shapes customers connect to you and nobody else
- 18The brand storyWhy your company exists, told in five sentences
Part 5 · Part 5 · Living the brand day to day
- 19The touchpointsAn audit from the van to the quote, so nothing customers see contradicts the brand
- 20The detail that gets people talkingThe one thing that makes your business worth mentioning to a friend
- 21Pricing that backs up your positionA discount policy that stops undercutting your own promise
- 22Become the go-to specialistContent, talks, and guides that make customers think of you first
- 23The one-page brand guideSeven items so everyone uses the brand the same way
- 24Measure recall and review the brandA recall survey and a yearly review to see whether the position stuck
Who it's for
It's for you if
- You keep losing quotes to whoever charges less, and discounts have become the way you close
- Someone asks why they should choose you, and your answer sounds like everyone else's
- You run a good business that customers forget by name the day after the job
- You want to settle on a niche and a promise before you spend money on a logo or a website
- You sell a service, run a shop, make a product, or have a professional practice
It's not for you if
- You need a plan for channels, budget, and the customer funnel. Start with The Marketing Handbook
- You want to build the package, the bonus, and the terms of your offer. That's The Offer Handbook
- You need to write ads, sales pages, and messages. That's The Copywriting Handbook
- You want to calculate what to charge. That's The Service Pricing Handbook
- You want a new logo and nothing else. This handbook starts with customers and numbers, not colors
Frequently asked questions
Won't choosing a niche cost me customers?
Choosing a niche decides where you want to be remembered first. It doesn't stop you from serving anyone else. The handbook has you reduce before you eliminate and test the change for 90 days, with your numbers in front of you.
Do I have to change my company's name?
Almost never. Only if the name fails the six criteria or conflicts with an existing trademark. In most cases, a clear line next to the name saying what you do is enough. Tools 12 and 16 walk you through the call.
Does this work if I'm not a pest control company?
Yes. The example runs through one business so you can follow it start to finish, but every tool shows how to apply it in services, retail, manufacturing and distribution, and an independent professional practice. You swap in your own customers and competitors.
Can I do this without raising my price?
Yes. The first step is to stop handing out discounts with nothing in return. A new price only comes after the promise and the proof are in place. Tool 21 shows how to write that policy in three lines.
I don't have many customers. Can I still do the interviews?
Yes, with five or six. Include people who asked for a quote and didn't buy. That conversation tells you why you lost the sale, which is often more useful than hearing from fans.
How much time does this take?
About 2 hours and 24 minutes of reading, or 6 minutes per tool, plus the exercises. The 30-day plan splits it into four weeks: the diagnosis, the position, the tested promise, and the brand in daily use.
What do I get, and in what formats?
Each handbook is a PDF of about 100 pages with 24 to 27 tools. Every tool has step-by-step instructions and a worked example. You also get the handbook's spreadsheet in Excel (.xlsx), which opens in Google Sheets too, with the example already filled in. The message, policy, and clause templates are in the Template Kit inside the PDF, ready to copy and adapt. Read it in the member area or download the files.
How do I know if it fits my business?
Each handbook's page shows the problem it solves, who it is for and who it is not for, the full table of contents, sample pages, and the company used in the examples. The examples come from small businesses in several industries, with illustrative numbers. If it is not a fit, you can ask for a full refund within 14 days of your purchase, as described in the Refund Policy.
What is the difference between a handbook, an area set, and the Series?
A handbook solves one problem. An area set brings together every handbook and spreadsheet in one of the 6 areas, for less than the price of 5 single handbooks. The Consylion Handbook Series brings together all 100 handbooks and 100 spreadsheets, for less than the price of 8 single handbooks, and includes the next handbooks in the Series. Products outside the Series, from Consylion Life or Consylion Business, have their own price. They are sold separately and are not part of an area set or the Series.
Do I need to read everything before I start?
No. Each tool works on its own. Open the table of contents, pick the tool for today's problem, and start there. You can also read it cover to cover.
Do I need to know Excel?
The basics are enough: open the file and fill in the marked fields. The formulas are already built, and the handbook's example is filled in for reference.
How do I pay, and when do I get access?
By card or bank transfer, as a one-time payment with no subscription. Once your payment is confirmed, you get access to the member area by email. Approved card payments are confirmed right away. Bank transfers are confirmed when the funds clear. If access does not arrive within 24 hours of confirmation, check your spam folder and write to team@consylion.org.
How long do I have access, and how can I use the files?
Access does not expire, and you can download the files for offline use. The license is individual. You may read the handbooks, print them for your own use, and fill in and adapt the spreadsheet and templates with your company's data. If you are a consultant, accountant, or manager, you may apply the tools with your clients and deliver the result of your work, not the files. You may not share, resell, or distribute the files or the access.
How do support and refunds work?
Support is by email at team@consylion.org, on business days, with a reply within 5 business days. It covers questions about access, files, and payment. It does not include consulting or advice on applying the material to your case. You can cancel within 14 days of your purchase, without giving a reason, and get the full amount back through the payment method you used. Send the request to the same email. The details are in the Refund Policy.
CONSYLION HANDBOOK SERIES
The 6 departments of your business, for less than the price of 8 single handbooks.
This handbook solves today's problem. The Series solves the next one, and the one after that, with nothing more to pay.
- 100 handbooks with 2,403 ready-made tools, to read on screen and download as PDFs
- 100 spreadsheets for Excel and Google Sheets
- 6 business areas
- Lifetime access, unlocked once payment is confirmed
One-time payment of $197.00. The order form shows the final amount, with any taxes for your country, before you pay.
Digital delivery: PDF handbook, spreadsheet and access on the Consylion platform.
14-day money-back guarantee: if it isn't what you expected, request a full refund within 14 days of purchase.
Your order is processed by Digistore24, our authorized reseller. By purchasing, you accept the terms of use and purchase · refund policy.
Marketing · Nº 21
Give customers a reason besides the price
When customers can't tell you apart, they compare the only thing left: the number on the quote. This handbook gives you the tools, the scripts, and a worked example to choose your spot, prove it, and make it stick. Whether you stay in the price war is up to you.
See all 100 handbooks · $197.00
One-time payment of $29.00. The order form shows the final amount, with any taxes for your country, before you pay.
Digital delivery: PDF handbook, spreadsheet and access on the Consylion platform.
14-day money-back guarantee: if it isn't what you expected, request a full refund within 14 days of purchase.
Your order is processed by Digistore24, our authorized reseller. By purchasing, you accept the terms of use and purchase · refund policy.