Free tool · Category Choice Worksheet · about 30 minutes Choose the box.
Record the words clients and buyers use, score three category options on fit, proof and room, and write the one sentence that places you in the box you want.
1 · The words clients and buyers use
2 · Score: Join the existing category (1 to 5 each)
3 · Score: Narrow to a sub-category (1 to 5 each)
4 · Score: Create a new category (1 to 5 each)
5 · The category sentence
Use evidence from real clients and real searches. Then test the sentence with five buyers before you commit. Nothing you type leaves this page.
Your category choice
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Then test it
Test the sentence. Say it to five people in your target group. If they expect the wrong price or the wrong scope, adjust the category word, not the buyer's expectation.
The method is in The Brand Code: Your Category Is a Choice, What Is a Brand Category? How to Choose or Create One and Category Choice Worksheet.
Questions
What is a brand category?
The group of alternatives a buyer places you in before they judge you. It sets the comparison, the price reference and how you are found.
Should I join, narrow or create?
Most growing firms narrow into a sub-category. Create only if you have something genuinely new and the means to teach buyers the word.
What if my clients use different words?
Then the category is unsettled. Choose the one you want and test it with buyers.
How often should I revisit it?
Once a year, or when buyers start using different words.
Is my worksheet saved?
Only in your browser, on this device. Nothing is sent to us.
The Brand Code
One idea a day, free.
Mike Bruce writes on positioning, pricing and brand visibility three times a day. The Brief lands in your inbox at 07:30 Abuja time. No sales emails.
Next step
A category needs a position inside it.
Find out which phase of your brand is weakest, or book thirty minutes with us.