Positioning

Box → Edge Framework

A two-part positioning model that clarifies your customer-friendly category (the Box) and your sharp difference that creates pull (the Edge).

When This Applies

Prospects consistently describe you incorrectly
Sales spends first 10 minutes explaining what you do
Messaging varies across channels, teams, and materials
New positioning work or messaging refresh needed
Training sales and frontline teams on story

When This Does NOT Apply

Story is clear but execution is inconsistent (that's a governance problem)
Visual identity is genuinely broken (that's a rebrand problem, after story is sharp)
Category doesn't exist yet (may need category creation work first)

The Framework

This isn't about a new tagline. This is a mindset to apply for messaging, activation, and prioritization.

Part 1

The Box

Category Clarity

Prompt: What category would a current customer place you in?

Formula:
We're a [category] for [segment].

Key Principle: Use words real people use. Don't use bank speak. Don't invent categories.

The Box answers: "What drawer do you belong in?" Get this wrong and you're fighting for attention in the wrong room.

Part 2

The Edge

Differentiation

Prompt: Once you're in the right box, what makes you better (not just different)?

Formula:

Unlike [status quo],
we [mechanism]
so you can [outcome],
[proof].

The Edge answers: "Once I know what you are, why should I care?" This is where deals are won or lost.

How to Deploy

Workshop the Box first Get 5+ stakeholders to independently complete "We're a ___ for ___"
Surface the disagreement Divergence here is diagnostic; don't skip to consensus
Sharpen the Edge Complete the "Unlike... we... so you can... [proof]" formula
Run the 2-Sentence Test Say both sentences aloud; if it takes more than one breath, simplify
Validate externally Test with 3-5 customers or prospects before codifying

Diagnostic Questions

Use these to determine if Box-Edge is the right starting point:

If you asked 5 employees what you do, would you get 5 different answers?
Do prospects frequently compare you to the wrong competitors?
Is your sales cycle longer because of explanation overhead?
When you removed your logo from marketing, could anyone tell it's you?

If yes to 2+ of these, start here.

Examples

BrandThnk Application

Box

We're a boutique consultancy for fintechs and financial institutions.

Edge

Unlike traditional agencies, we combine sharper strategy with a proven playbook that builds growth brands without the distraction of full rebrands.

Digital Brand Positioning (Field Evidence)

From Community Choice Credit Union advisory work: Digital brand Box-Edge requires patience. Incrementality happens when marketing spend reaches 20-22% of total budget, and results appear in year three. Start specific (the Box), then "let the seams out" based on data. The Edge should remain sharp throughout.