01Define the customer
Describe a group with a shared situation and buying problem. Avoid profiles based only on age or location when the real difference is urgency, confidence, budget or complexity.
02Choose the problem you will be known for
A clear position links a customer, a valuable problem and a credible reason to choose you. It does not need a clever slogan; it needs a useful distinction.
03Connect channels to the buying journey
Use different channels for discovery, evaluation and follow-up. A search guide may introduce your expertise, a service page helps comparison, and an email can support a considered decision.
04Define evidence
Select a small set of signals that show movement: qualified enquiries, conversion rate, repeat visits, replies or sales conversations. Review them on a consistent schedule.