01
See and choose
A brand snapshot, a customer focus and an alternatives list show how people see you and who you serve best.
Camderson Academy · CA-MS-010
Be clearly chosen by the people you most want to serve.
A practical, self-paced course for every role and team. Capture how people see you, choose who you serve, map your alternatives, find your position, write one clear statement and keep every touchpoint telling the same story.
About 5 hours · 9 lessons · Beginner · Practical tools for every team · Self-paced · Tools you keep
Clear, friendly steps for every team.
02
Map and position
A perceptual map, a position choice and a positioning statement show where you can stand out.
03
Show it and keep it fresh
A voice and look card, a touchpoint check and a brand plan with a review keep the story steady.
Learning outcomes
What you will be able to do
5 practical outcomes, each practiced in an exercise and checked in the final assessment or the capstone.
- Explain brand and positioning in plain words and choose who you serve.
- Know your alternatives and map where you stand.
- Choose a position and write a clear positioning statement.
- Shape your name, look and voice and keep every touchpoint consistent.
- Bring it together in one Brand Strategy Plan with a review.
Your toolkit
Simple tools for every step
Brand Snapshot Sheet
Finish · Ask · Note · Name · Spot gaps
See how people see you today.
Customer Focus Sheet
List · Need · Why us · Focus · Check
Choose who you serve especially well.
Alternatives List
List · Look · Wonder · Compare · Choose
Know the other choices customers have.
Perceptual Map Sheet
Attributes · Lines · Place · Mark · Gaps
Draw how customers see you and others.
Position Choice Card
Choose · One line · Four questions · Risk · Agree
Choose head to head or a different way.
Positioning Statement Card
For · Need · We are · Benefit · Proof
Say who, what and why in one sentence.
Brand Voice and Look Card
Name · Colors · Voice words · Line · Retire
Carry the position in name, look and voice.
Touchpoint Check Sheet
Path · List · Match or gap · Fix · Recheck
Make every place people meet you match.
Brand Strategy Plan and Review
Customers · Landscape · Position · Show · Review
One page that brings it together.
See. Choose. Position. Show it.
Curriculum
Inside the course
3 modules, 9 lessons with worked examples
01
See Your Customers and Your Landscape
Capture how people see you, choose who you serve and know your alternatives.
02
Find Your Position
Map the landscape, choose a path and write a clear statement.
03
Show It, Keep It and Review It
Shape name, look and voice, check every touchpoint and build a brand plan.
What is included
Skills, tools and templates you keep and use in your work
- 9 lessons, each with a written lesson, worked examples and figures, at your own pace
- A short stand-alone example in every lesson, drawn from many kinds of workplaces
- A fillable Workbook with Try it and Reflect pages for every lesson
- Brand Strategy Templates (Word) for every teaching tool
- A practice tracker with live formulas, a solutions version and a reusable template
- Quick Reference Cards and the Practice Examples
- An optional visual companion PDF with every lesson figure
- Knowledge checks for every module and a 20-question final assessment
- A capstone you can build for your own team or from practice scenarios, with a rubric you use to check your own work
- Access to the Camderson Academy community
- A Camderson Academy Certificate of Completion when you pass the final assessment and the capstone
Is this course right for you?
This course is for you if
- You want a clear, friendly way to describe what makes your work special
- You work on a team, lead one, or run a business and want people to choose you
- You want simple tools you can start using this week
It is not the right fit if
- You need legal or trademark advice
- You expect a fixed sales result in a particular market
- You are looking for a design or advertising agency
Your instructor
Meet your instructor
Taught by Camderson Advisory
A consulting firm for practical workplace skills
Your instructor is Camderson Advisory, a consulting firm that helps organizations build practical skills for the people who do the work. In this course, your instructor helps you describe what makes your work special, one clear step at a time.
About
About Camderson Academy
Camderson Academy is the education division of Camderson Advisory Services. Camderson helps leaders build organizations that work without them in the room. Everything we teach has been used in a real organization first.
Training a team?
We offer group enrollment for teams and whole organizations that want everyone, in every role and department, to build the same skills. Email connect@camderson.com to talk through your group.
Frequently asked questions
Do I need any experience or a previous course?
No. There is no prerequisite. If you have a business, a team or a role to describe, you are ready.
Who is this course for?
Team members, team leads, managers and owners in any kind of organization and any department. Each lesson has one short example from a different kind of workplace, and the skills fit shops, clinics, schools, nonprofits and service teams of every size.
How long do I have access?
Your access does not expire. We review the course on a regular cycle, and any updates are added for you at no extra cost.
How long does it take?
About 5 hours in total, including the written lessons, the Try it exercises, the knowledge checks, the final assessment and the capstone. Everything is self-paced.
Questions about your purchase?
Email support through academy.camderson.com.
What tools do I need?
A spreadsheet program that opens .xlsx files (Microsoft Excel, Google Sheets, Apple Numbers or LibreOffice Calc), a word processor that opens .docx files and a PDF reader. All templates and practice files are included as downloads.
Do I have to use my own workplace for the capstone?
No. You can build your plan from the practice scenarios included in the course. If you use your own team, use sample details and leave out the names of real people and anything confidential.
Does the course recommend products or give professional advice?
No. It names no agency, tool or platform as the one to use, and it is general education, not legal, trademark or advertising advice. It teaches practical positioning skills and points you to qualified professionals for names, logos and claims. Camderson Academy is not affiliated with any organization named in the sources.
What does the certificate confirm?
You receive a Camderson Academy Certificate of Completion after passing the final assessment and completing the capstone. This certificate confirms completion of a Camderson Academy course.
How was this course written and checked?
This course was written and edited by Camderson Advisory. Sources are listed with the date each was read. Where a source could not be opened on that date, the Sources page says so. This course teaches skills for everyday work. It is not legal, tax, financial, medical or professional advice. Laws and rules vary by place and change over time, so talk with your own attorney or qualified professional about your situation. Last updated: November 2026. Next planned review: November 2027.
Be clearly chosen by the people you most want to serve.
Self-paced, about 5 hours, with a Workbook, templates, Quick Reference Cards and a practice tracker.
This course earns a Camderson Academy Certificate of Completion. This certificate confirms completion of a Camderson Academy course. This course is general education about brand strategy and positioning. It is not legal, trademark, advertising, financial or marketing-agency advice, and it does not replace your organization's policies, your legal and marketing contacts, or the advice of qualified professionals. Textbook ideas come from a general marketing text and may not match your market, the maps, statements and checklists are teaching aids and not formulas, and names, logos and claims about your products should be checked with the people responsible for them, including legal counsel where it matters. Examples, numbers and the organizations in the case are fictional or illustrative. Camderson Academy is not affiliated with any organization named in the sources.