# Positioning, audience and competitors

> What brand context APIs say about who a company sells to, what it sells, and who it competes with, from Brandfetch's products to one word from Firecrawl.

Positioning is where the Brandfetch Brand Context API is different from the others. It was the only response with the audiences of Linear, its products with prices, and its competitors. Firecrawl gives one word for the audience. The other endpoints return company records, for example industry and headcount, and these records are not positioning.

| Endpoint | Key | What it returned for linear.app |
| --- | --- | --- |
| Brandfetch Brand Context API | `positioning.value_proposition` | Two sentences about planning, engineering work and agents in one workspace |
| Brandfetch Brand Context API | `positioning.target_audience` | Three segments: startups, enterprises, and teams that adopt agents |
| Brandfetch Brand Context API | `positioning.products_and_services` | Five: Linear, Linear Agent, Loops, Triage Intelligence, Linear Asks, each with a category, features and pricing |
| Brandfetch Brand Context API | `competition.competitors` | Four: Atlassian Jira, YouTrack, Asana, Shortcut, each marked direct or indirect |
| Firecrawl branding | `personality.targetAudience` | "developers" |
| Brandfetch Brand API | `company` | 51 employees, founded 2019, "Programming and Developer Software", privately held, San Francisco |
| Context.dev Brand | `brand.industries`, `brand.employees` | "Software (B2B)" and "Developer Tools & APIs", and 51 to 200 employees |
| Rainbrand Brand Skill | `references/positioning.md` | How Linear describes itself, the three ideas for its value, and a section on Loops from the announcement that we added |

`GET /v2/context/linear.app` (Brandfetch Brand Context API)

```json
{
  "positioning": {
    "products_and_services": [{
      "name": "Loops", "type": "service",
      "pricing": { "model": "subscription", "starting_price": 16, "unit": "per user/month" }
    }, …]
  },
  "competition": {
    "competitors": [{ "name": "Atlassian Jira", "type": "direct" }, …]
  }
}
```

1. `pricing`: From linear.app/pricing. Compare it with that page first.
2. `competitors`: Brandfetch says up to five, most direct first.

## Does a model need the competitors?

Not in the prompt for most customer-facing work. A competitor list is useful for research, sales, and comparison pages. In a prompt for an ad or a landing page, the list invites the model to name the competitors. Pass the list only to tasks that need it.

## Prices go out of date first

The Brandfetch `products_and_services` items carry prices from the pricing page of the company. The Brandfetch docs say that a value is null when the site does not state it. Prices change more often than other data in a brand profile. The response read on 16 October was 26 days old on 11 November. In generated copy, link to the pricing page. Do not quote the number.

## Company records are not positioning

Headcount, founding year, and industry codes help you sort leads or fill in company records. For example, they help you pick a template for a software company. They give a model nothing to say. Keep them out of the prompt, except when the task is about the company itself.

---

Source: https://brandcontextapi.com/fields/positioning
Last updated: 2026-11-12
Published by The Brand Object. The Brand Object is run by Rainbrand, which makes two of the endpoints described here. Their pages follow the same rules as the others.