Rebuild Your Brand Positioning using the Get Who To By Framework
So, your brand positioning feels like a sad joke, and you're not even laughing. The Get Who To By framework is here to save your dignity. It forces your brand to focus on what really matters: the people who might actually give a damn about what you're selling. Forget vague personas and half-baked insights—let's get real about who you're trying to reach and how to make them care.
The TL;DR
Rebuild your brand positioning using the Get Who To By framework to identify your target audience, understand their behaviors, craft a clear message, and determine the mechanism that drives action. Get specific, get focused, and stop wasting everyone's time.
Why Get Who To By Works for Brand Positioning
Because your brand is not a warm blanket meant for everyone. It’s a sharp knife designed to cut through the noise and grab the attention of the right people. This framework helps you avoid the usual pitfalls of vague positioning and repositions your brand as a must-have instead of a nice-to-have.
The Four Steps
GET
Who is actually going to care about your brand?
Identify the smallest, most relevant audience that you can genuinely impact. If you're still thinking 'everyone,' you're doing it wrong. Get specific—go for the group that not only needs you but wants you.
WHO
What insights about their behavior reveal why they should care?
Dig deep into their habits, frustrations, and needs. What are they struggling with? What solutions have they tried and tossed aside? If you can't nail down their behavior, you're just guessing, and guessing is for amateurs.
TO
How do you make your message clear and compelling?
Your message should be so obvious that it slaps people in the face. Make it straightforward: what do you want them to do, and why should they do it now? If it sounds like it was written by committee, toss it out.
BY
What mechanism will drive them to take action?
You need a solid plan for how to get them to engage with your brand. Whether it’s a limited offer, a unique feature, or a killer piece of content, make sure it’s clear and compelling. If you can’t explain it in one sentence, you’re not ready yet.
Common Brand Positioning Blunders
(Trust Me, We’ve All Been There)
- ×Trying to appeal to everyone and their dog.
- ×Relying on vague insights instead of real behavior data.
- ×Crafting messages that don’t say anything meaningful.
- ×Ignoring the competitive landscape.
- ×Failing to establish a clear call to action.
- ×Overcomplicating the mechanism for engagement.
- ×Not testing your messaging with real audiences.
- ×Thinking brand guidelines are more important than actual relevance.
Avoid these rookie mistakes, and you’re already a step ahead of most brands stumbling around in the dark.
Real Examples
Fitness Brand Repositioning
A fitness brand that lost its way in a sea of competition.
GET
Millennials looking for authentic fitness experiences.
WHO
They've tried every trendy workout and are exhausted by inauthentic marketing.
TO
Join a community that values real results and genuine connection over fads.
BY
Creating a series of testimonials from actual users and offering a free trial to experience the culture.
Why this works
It targets a specific group tired of the noise and emphasizes real community, making it more likely they'll engage.
Tech Startup Brand Refresh
A tech startup that was too broad in its messaging.
GET
Small business owners in creative industries.
WHO
They struggle with clunky software that doesn’t meet their specific needs.
TO
Simplify their operations with a tool designed just for them.
BY
Offering a demo that highlights how the software addresses their unique pain points.
Why this works
By focusing on a niche audience, the startup can resonate deeply, making the solution feel tailor-made.
Sustainable Fashion Brand Pivot
A fashion brand that wanted to go green but lost its core audience.
GET
Eco-conscious consumers aged 25-35.
WHO
They want sustainable options but are tired of brands that greenwash.
TO
Make a real impact with every purchase.
BY
Clearly outlining the sustainable practices behind each product and offering a buy-back program.
Why this works
This approach builds trust and a genuine connection with customers who care about the cause.
Frequently Asked Questions
How do I determine my target audience for brand positioning?
Narrow down to the smallest, most relevant group that would genuinely care. If you think 'everyone,' you're missing the point.
What insights should I focus on for my audience?
Look at their actual behaviors and frustrations, not just demographic data. What are they already trying and failing at?
How can I create a clear message for my brand?
Make it blunt and straightforward. Your message should cut through the noise and tell people exactly what you want from them.
What does a good mechanism look like?
It's the plan for how you'll get people to act. Think urgency, exclusivity, or a unique offer that they can't ignore.
Why does brand positioning matter?
Because if you're not clear on who you are and who you serve, your audience will just ignore you. Positioning defines your space in a crowded market.
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Use our framework generator to generate various Get Who To By, 4C, 4 Points Strategy, and other frameworks — all in one place and directly to editable Google SLIDES!
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