M6 — Embody Worksheet
Six pages. The point: lock a positioning line you own, a voice anyone can follow, and a visual system you can apply tomorrow. A worksheet that won’t let you hide behind a mood board.
Page 1 — Positioning claim test
Run this page after prompts 1-2. Only owned claims survive.
| Candidate line | Competitor 1 — could they say this truthfully? Y/N | Competitor 2 — Y/N | Competitor 3 — Y/N | Owned? (all three N) |
|---|---|---|---|---|
| 1. | ||||
| 2. | ||||
| 3. | ||||
| 4. | ||||
| 5. |
- The surviving owned lines: _____
- The one I’m picking as the positioning candidate: _____
- The reason this one over the others: _____
Page 2 — Earn the claim
Run after prompt 3. Three specific proofs or the line gets cut.
| Proof # | Specific evidence (named project / number / year / partnership / result) | Verifiable by a third party? Y/N |
|---|---|---|
| 1 | ||
| 2 | ||
| 3 |
- Final locked positioning line: _____
- The one sentence I say next when someone asks “what does that actually mean”: _____
- The first time I’ll say this line out loud to a real prospect: _____
Page 3 — Voice rulebook
One page. Anyone — including an AI — should be able to follow this and sound like you.
| Voice dimension | My rule |
|---|---|
| Sentence length tendency | |
| Words I reach for | |
| Words I refuse | |
| How I open | |
| How I close | |
| Jokes / metaphors / numbers | |
| Energy register (warm / sharp / dry / formal) |
- Three sample sentences in my voice that prove the rules: _____
- The ‘never say this’ ban list (15-25 items): _____
Page 4 — Visual system on one page
Discipline beats decoration. Fill in once. Apply everywhere.
| Element | Choice | Reasoning |
|---|---|---|
| Primary typeface | ||
| Pairing typeface | ||
| Primary colour (hex) | ||
| Supporting colour (hex) | ||
| Accent colour (hex) | ||
| Layout rule (one principle that runs across every asset) | ||
| Imagery approach (subject / crop / light / banned) | ||
| The signature move I borrow from no-one else |
- Total visual elements above 8? ___ (if yes, cut)
- The first 3 assets I rebuild against this system this week: _____
Page 5 — Touchpoint audit
Where the brand actually lives. Sort by buyer-first-impression weight.
| Touchpoint | Buyers who see it first (high / med / low) | Status (on-brand / drift / nothing) | The one specific fix | Hours to fix | Done by |
|---|---|---|---|---|---|
| 1. | |||||
| 2. | |||||
| 3. | |||||
| 4. | |||||
| 5. | |||||
| 6. | |||||
| 7. | |||||
| 8. |
- The high-leverage touchpoint that’s most off-brand right now: _____
- Fixed by date: _____
Page 6 — The brand brief
Print this. Pin it next to the MVP brief from M5.
Positioning line (locked):
_____
Three proofs that earn it:
- _____
- _____
- _____
Voice rulebook (5 bullets):
- _____
- _____
- _____
- _____
- _____
Never-say list (10 items):
_____
Visual system:
- Type: _____
- Colour: _____
- Layout rule: _____
- Image approach: _____
- Signature move: _____
Top 5 touchpoints — status today:
1. _____ 2. _____ 3. _____ 4. _____ 5. _____
The discount-killer sentence — what a buyer says to justify paying me full price over a cheaper competitor:
_____
Tested out loud on (real human in segment): _____ Date: _____
Signed and dated by me: _____ Date: _____