Positioning and Messaging Framework
YAML--- name: positioning-messaging description: Creates compelling market positioning and messaging frameworks using strategic exercises. Use when developing go-to-market strategy, product positioning, or brand messaging. ---
Positioning and Messaging Framework
30-Second Positioning Statement: "For [target audience] who [need/problem], our [product/service] is the [category] that [key benefit] unlike [competition] because [differentiator]."
Phase 1: Market Analysis
Progress:
- Define target audience segments
- Map competitor landscape
- Identify market gaps and opportunities
- Document customer pain points
Phase 2: Positioning Development
Progress:
- Complete positioning canvas
- Craft positioning statement
- Test with stakeholders
- Refine based on feedback
Phase 3: Messaging Creation
Progress:
- Develop value proposition hierarchy
- Create messaging pillars
- Build proof points for each pillar
- Adapt for different channels
Example 1: SaaS Product Input: B2B project management tool for remote teams Output: "For distributed teams who struggle with project visibility, TaskFlow is the collaborative workspace that eliminates communication gaps unlike Slack or Asana because it combines real-time updates with predictive analytics."
Example 2: Consumer Product Input: Eco-friendly cleaning supplies Output: "For environmentally conscious families who want effective cleaning without compromise, GreenClean is the plant-based solution that delivers commercial-grade results unlike traditional cleaners because our bio-enzyme formula actually works better on organic stains."
Target Customer:
- Primary: [demographics, psychographics, behaviors]
- Secondary: [alternative segments]
Market Category:
- Primary: [main category you compete in]
- Adjacent: [categories you could expand into]
Unique Value:
- Functional benefits: [what it does]
- Emotional benefits: [how it feels]
- Social benefits: [what it signals]
Competitive Alternatives:
- Direct: [same category competitors]
- Indirect: [alternative solutions]
- Status quo: [doing nothing]
Differentiation:
- Feature-based: [unique capabilities]
- Experience-based: [unique interactions]
- Outcome-based: [unique results]
Core Message (Umbrella): One overarching benefit that covers everything
Pillar Messages (3-5):
- Pillar 1: [benefit] → Proof: [evidence]
- Pillar 2: [benefit] → Proof: [evidence]
- Pillar 3: [benefit] → Proof: [evidence]
Supporting Messages: Tactical messages for specific audiences/channels
- Start with customer research. Interview at least 10 target customers before positioning.
- Test positioning statements. Use A/B testing or focus groups to validate resonance.
- Keep it simple. If you can't explain it in one sentence, it's too complex.
- Make it defensible. Choose positions you can actually deliver on and defend.
- Align internally first. Get buy-in from leadership and key stakeholders before external launch.
- Positioning for everyone. Trying to appeal to all audiences dilutes impact.
- Feature-focused messaging. Leading with what it is instead of what it does for customers.
- Competitor copying. Positioning too close to established players instead of finding white space.
- Internal perspective bias. Using company language instead of customer language.
- Static positioning. Not evolving positioning as market conditions change.