A positioning statement defines exactly where your product sits in the customer's mind relative to alternatives. It's internal (not customer-facing) and guides all external messaging.
Positioning Statement Template
For [target segment] who [need/want], [product] is the [category] that [key benefit] because [reason to believe].
April Dunford's positioning framework: who, what, why, why believe.
Key Takeaways
- Positioning = where you sit in the customer's mind.
- Use the formula: For [who] who [need], [product] is the [category] that [benefit] because [RTB].
- Positioning is internal strategy; messaging is external execution.
- Revisit positioning when the market or competitors change.