Positioning
Defines who you are for, what category you're in, and why you're different — the foundation of copy and brand.
What you find on this screen
A portrait of the screen, read from the screen itself — it changes when the screen changes.
Available actions
SaveDraft with TenkaiPlot
Form fields
Completude da declaraçãoPercentual dos seis elementos da declaração de posicionamento já preenchidos.
Eixo XNota de 0 a 10 da marca no eixo horizontal escolhido do mapa perceptual.
Eixo YNota de 0 a 10 da marca no eixo vertical escolhido do mapa perceptual.
Quadrante do pontoQuadrante do mapa perceptual em que a marca plotada caiu.
Start here
The statement
Fill in the 6 fields (audience, need, category, benefit, competitor, reason). Tenka builds the sentence and measures completeness; you can draft it with AI based on the identity.
Para que esta tela existe
Positioning statement (for whom, what, why different) and a perceptual map of the brand against competitors. — this is the role of the "Positioning" screen within the platform.
How to
Completude: os 6 elementos da declaração
The classic sentence has six elements — target audience, need, category, benefit, competitor/alternative and reason to believe — and the completeness bar shows how many are already filled in. The statement is assembled automatically from the fields: brackets in the sentence indicate a field that is still empty. A strong statement has all six; competitor and reason are the ones most often left behind, and they are precisely the ones that give the sentence its backbone.
Rules
Perceptual map
Choose two axes (e.g.: price × quality) and plot your brand and competitors from 0 to 10. Mark "This is us" to highlight it.
O mapa perceptual é 0–10 nos dois eixos
Plot your brand and the competitors on the two axes (configurable labels, e.g., price × quality), with scores from 0 to 10. Mark "this is us" on your point — it appears larger and highlighted. The list below the map shows each point's calculated quadrant and allows deletion. What the map delivers: free space (empty quadrant) and competitive crowding (points on top of yours) visible at once — direct input for the statement alongside.
Frequently asked questions
Where it fits in
Positioning is a stage of the Guided Business Plan — the statement built here is the output that the track delivers to the following stages. It draws from identity (Tenkai's draft starts from it) and connects with the personas: the "for whom" becomes much more precise when the persona already describes who decides and what that person calls success.
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