---
title: "The Brand DNA Helix and Brand Positioning Statement"
description: "Six questions that yield five positioning components."
canonical: https://tomsharman.com/bookshelf/wealthy-and-well-known/the-brand-dna-helix-and-brand-positioning-statement/
updated: 2026-11-03
---

# The Brand DNA Helix and Brand Positioning Statement

> Six questions that yield five positioning components.

Rory Vaden and AJ Vaden's framework, from Wealthy and Well-Known, pp. 82 to 193.

Framework 3 of 9 from [Wealthy and Well-Known](https://tomsharman.com/bookshelf/wealthy-and-well-known/index.md) by Rory Vaden and AJ Vaden. Category: Personal brand.

## The steps

1. **Avatar Persona.** Who you serve, in one phrase.
2. **Problem and Cause.** One-word noun the avatar admits to, and the hidden root issue you teach.
3. **Message and Uniqueness.** A one-sentence command and its one-word distillation.
4. **Business model.** What people will buy and what business you want to be in.

## Where it comes from

From chapter: Part 2: How to Build a Personal Brand, pp. 82–193

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/wealthy-and-well-known/the-brand-dna-helix-and-brand-positioning-statement.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/wealthy-and-well-known/the-brand-dna-helix-and-brand-positioning-statement-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/wealthy-and-well-known/the-brand-dna-helix-and-brand-positioning-statement.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/wealthy-and-well-known/the-brand-dna-helix-and-brand-positioning-statement-dark.png