Components of a positioning statement

• Target market criteria include demographics, geography, psychographics, customer needs, etc.
• Outline the category in which your brand competes to provide context for customers.
• Focus on a singular point of differentiation that addresses customer needs specifically.
• Communicate how your differentiator will meet the needs or goals of the target market.

Developing a positioning statement

• Positioning should be a distilled explanation of how your product uniquely solves a customer need.
• Use the "what who why" framework: clear language for what the product is, who it helps, and why it matters.
• Develop value props that tap into core customer desires and motivations to differentiate your product effectively.
• Providing multiple positioning options can help align stakeholders on the desired direction for the product.

Enforcing positioning internally

• Positioning statements are for internal use and should not be customer-facing messaging.
• Use real-world examples like mock-ups of emails or ads to help stakeholders visualize how positioning translates into marketing strategies.