Name the client. Juma audits how competitors position themselves, finds the whitespace, and delivers the full messaging framework as a branded PDF plus an editable messaging matrix.
Give Juma the client and their URL. Before writing a line of messaging, it maps what the closest competitors actually claim on their live sites: the category language, the promises, the proof they offer. The framework gets built from that whitespace, so the positioning is differentiated by evidence, not by assertion.
The deliverable is the document a strategist would take weeks to assemble: positioning statement, message pillars with sourced proof points, value propositions per audience, 25/50/100-word boilerplate, and do-and-do-not language rules, packaged as a branded PDF for alignment plus an editable messaging matrix your content team works from. It is one of the Juma Flows that 400+ marketing teams use to replace slideware debates with a single source of truth.
Audit the copy you already have against the framework you just built. Juma reads the client's homepage and key landing pages, scores each section against the positioning statement and pillars, and returns a gap table: which messages the site leads with, which pillars never appear, and where the copy contradicts the framework outright. Each gap comes with a suggested rewrite in the framework's language, so the table doubles as the revision brief. It is the fastest way to see how much of the new positioning is already live and how much is aspiration.
Audit the client's homepage and main landing pages against this messaging framework. Score each page section against the positioning and pillars, list the gaps and contradictions in a table, and suggest a rewrite for each gap in the framework's language.
Translate the framework into the words a seller actually says. Juma converts each pillar into a discovery question, a value statement, and an objection-response pair, then assembles them into a one-page talk track ordered the way a first call runs: opening positioning line, qualifying questions, pillar-by-pillar value statements, and the responses to the three objections the competitive audit predicts. Sales gets language that matches what marketing publishes, which is the whole point of a framework: one story, told the same way in every channel.
Turn this messaging framework into a one-page sales talk track: an opening positioning line, discovery questions per pillar, value statements in the framework's language, and responses to the three most likely competitive objections.
Extend the framework instead of rebuilding it. Name the new audience, a vertical you are entering, a buyer role sales keeps meeting, or a market segment the client wants to win, and Juma researches what that audience cares about, then adds a full column to the messaging matrix: their pains in their words, the value proposition per pillar, and the proof points that land with them. The positioning statement stays fixed; only the expression flexes. That is what keeps a brand coherent while the go-to-market widens.
Add a new audience to the messaging matrix: mid-market IT leaders evaluating us for security and governance. Research what this audience cares about, write their value proposition per pillar, and keep the positioning statement unchanged.
Messaging whitespace moves. When a competitor rebrands, launches an AI story, or claims the category language your framework was built on, re-run the audit and diff it. Juma re-reads the competitor sites, compares their current claims to the ones recorded in the framework's audit, and reports what changed: which of your pillars are now contested, which whitespace closed, and which new gaps opened. Each contested pillar comes with options, defend it with sharper proof or rotate to fresher ground. Quarterly is the natural cadence; before any major campaign is the smart one.
Re-run the competitor messaging audit and diff it against the framework's original audit. Report which claims changed, which of our pillars are now contested, and whether any new whitespace opened, with a recommendation per contested pillar.
A Juma Project is a shared space where the team stores everything Juma needs to know about a client. Create one project per client, add context as you go, and Juma uses what is relevant every time the team runs a flow. For messaging work, the project is what separates a framework built from public signals from one built on everything the team knows.
Current Positioning & Strategy Docs
The existing messaging doc, brand strategy deck, or founder narrative. Juma treats these as the starting hypothesis: the framework sharpens what holds up against the competitive audit and flags what does not.
Customer Proof
Win-loss notes, reviews, testimonials, and case studies. These give the pillars voice-of-customer proof points, the difference between "we believe" and "our customers say."
Brand Voice Guide
Tone, vocabulary, and phrases to avoid. The framework defines what to say; the voice guide defines how it sounds. With both in the project, the boilerplate arrives ready to publish.
ICP & Persona Docs
Audience definitions, segment priorities, and buying-committee notes. These set the rows of the messaging matrix, so value propositions map to the audiences the client actually sells to.
Add a short description to each knowledge item in the project's info field so Juma knows what each file contains and when to use it. For example:
An agency messaging engagement typically runs three to six weeks of workshops, interviews, and revision rounds. This Flow delivers the competitive audit, the framework, and the editable matrix in one working session, so the team's time goes into pressure-testing the strategy instead of assembling the document.
The manual version is slow because the inputs are scattered: competitor claims live on twelve websites, customer proof lives in call notes, and the current positioning lives in three slightly different decks. Juma collects and structures all of it in one pass. The strategic debate still happens, it just happens over a complete, evidence-backed draft.
A positioning statement, a competitor messaging audit with the whitespace it revealed, three to five message pillars with sourced proof points, value propositions per audience, 25/50/100-word boilerplate, and do-and-do-not language rules. It arrives as a branded PDF plus an editable messaging-matrix file.
The two files split the work the way teams actually use it. The PDF is the alignment document that goes to leadership and agencies. The matrix is the working file: one row per audience, one column per pillar, the thing a content writer opens on Monday morning.
Juma reads the live sites of the client's closest competitors and maps what each one claims: category language, headline promises, target audiences, and the proof they offer. The whitespace is what remains: credible territory no competitor owns, matched against what the client can actually prove.
That last clause is the discipline. Whitespace a brand cannot substantiate is not positioning, it is fiction. The framework only recommends territory the client's product evidence and customer proof can hold, which is why adding win-loss notes and reviews to the project makes the output sharper.
Yes. Add the current positioning doc to the Juma project and the Flow treats it as the baseline: the audit tests it against competitor claims, keeps what is differentiated, and rebuilds only the parts the evidence contradicts. Strategy, taste, and judgment stay human; the team decides what ships.
This is usually the better mode for established brands. A framework that ignores two years of accumulated positioning creates an internal adoption fight. One that visibly improves it gets adopted, because the team can see what changed and why.
The messaging framework defines what the brand says: positioning, pillars, value propositions, and proof. A brand voice guide defines how it sounds: tone, vocabulary, and style rules. They are companion documents, and strong brands maintain both.
In practice the framework comes first, because voice without message is style with nothing to say. Juma has a separate Flow for the voice guide, and the two share project knowledge, so building one makes the other faster.
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