Positioning Framework

A positioning framework provides a structured way to define how your product is perceived in the market. It clarifies who your product is for, what makes it unique, and why it matters. A strong positioning framework ensures that your messaging is clear, consistent, and compelling across all marketing and sales efforts.

Why it's Important

Aligns internal teams on a unified market narrative.
Helps customers quickly understand your product’s value.
Differentiates your product from competitors.
Guides marketing and sales teams in crafting compelling messaging.
Ensures consistent brand communication across all channels.

How to Implement

Identify your target customer (ICP & personas).
Define the problem you solve for them.
Clarify your product category and where you fit in the market.
Highlight your unique differentiators and why you’re better.
Craft a concise positioning statement that integrates all these elements.

Available Workshops

Positioning Statement Development to refine core messaging.
Competitive Mapping to visualize where you stand in the market.
Customer Problem & Solution Brainstorming to ensure relevance.
Differentiation Workshop to refine unique value propositions.
Stakeholder Alignment Sessions to ensure company-wide consistency.

Deliverables

A positioning framework document summarizing target audience, problem, solution, and differentiation.
A positioning statement (clear, concise, and compelling).
A brand tagline or key messaging phrase.

How to Measure

Increased brand recall and recognition among customers.
Improved win rates in competitive deals.
More engagement with brand messaging (CTR, time on page, etc.).
Better alignment between marketing, sales, and product teams.

Real-World Examples

Tesla

Positioned as a premium, sustainable alternative to gas-powered vehicles.

Zoom

Positioned as the easiest and most reliable way to conduct video meetings.

Notion

Positioned as an all-in-one workspace replacing multiple productivity tools.

Get It Right

Keep it clear, concise, and customer-focused.
Ensure it highlights real differentiators.
Validate positioning with customer feedback.
Align messaging across all internal and external communications.
Revisit and refine as market conditions evolve.

Don't Make These Mistakes

Being too vague or generic (e.g., “We make work better”).
Overcomplicating with too many messages.
Ignoring customer validation in the process.
Using internal jargon that doesn’t resonate with customers.
Failing to update positioning as the market changes.

Provided courtesy of Catherine St Clair, Product Marketing Manager, St Clair GTM Consulting