Positioning and Messaging Framework

[Company name]

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Positioning and Messaging Framework

BACKGROUND

Business or product area [Enter the name of the business or product area that is the focus of this positioning and messaging framework.]

Target audience [Describe the target audience for this positioning and messaging framework. Complete a detailed target audience profile before developing messaging.]

Market trends Market trend #1 Market trend #2 Market trend #3

[In priority order, describe the three most important market trends impacting the customer need for this product.]

Customer needs Customer need #1 Customer need #2 Customer need #3

[In priority order, describe the three most important reasons why customers need this product; that is, the top three problems the customer is trying to solve.]

POSITIONING AND MESSAGING

Tagline [Enter the tagline consistently used in all communication activities. Taglines should be short catch phrases that highlight a customer benefit, a differentiation message, or both. Complete taglines after completing all content below.]

Net takeaway [Enter the ideal impression of your product offering that you want the target audience to have after multiple exposure to your messages.]

Core message [Summarize key concepts from the messaging statements below in a series of sentences that could be read or spoken in less than 10 to 30 seconds.]

Positioning statement [Describe in one sentence how your product provides a key benefit (using customer benefit #1 below) better than any other vendor (using differentiating message #1 below).]

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POSITIONING AND MESSAGING

Differentiating messages Differentiatingmessage #1

Differentiatingmessage #2

Differentiatingmessage #3

[In priority order, describe the three most important company or product attributes that make your product more attractive than competitive offerings.]

Substantiating messages [Enter the proof points in a bulleted list, demonstrating you can deliver the differentiation you claim in differentiating message #1.]

[Enter the proof points in a bulleted list, demonstrating you can deliver the differentiation you claim in differentiating message #2.]

[Enter the proof points in a bulleted list, demonstrating you can deliver the differentiation you claim in differentiating message #3]

Qualifying messages Qualifying message #1

Qualifying message #2

Qualifying message #3

[In priority order, describe the three most important company or product attributes that make you a viable vendor (not necessarily the better vendor).]

Customer benefits Customer benefit #1 Customer benefit #2 Customer benefit #3

[In priority order, describe the three most important benefits that customers derive from your product.]

Customer evidence [For customer benefit #1, enter three to five sentences describing a real customer that experienced that benefit. Provide full case studies in a separate document.]

[For customer benefit #2, enter three to five sentences describing a real customer that experienced that benefit. Provide full case studies in a separate document.]

[For customer benefit #3, enter three to five sentences describing a real customer that experienced that benefit. Provide full case studies in a separate document.]

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POSITIONING AND MESSAGING

Descriptor of solution/product/service delivered

[In three to five sentences, describe your product’s function. You do not need to link this descriptor to customer needs or benefits. Follow the sentences with a bulleted list of features and associated benefits in the cells below.]

Features Benefits

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