itsual Product Positioning
Overview
Positioning defines how you want the product to be perceived relative to alternatives in the mind of a specific audience. It is the foundation of messaging and sales narratives.
When to Use
- New product or category entry
- Repositioning after market or product changes
- Aligning product, marketing, and sales messaging
- Competitive displacement campaigns
Classic Positioning Inputs
- Target customer / segment
- Category or frame of reference
- Key benefit / differentiation
- Reasons to believe
- Alternatives the customer would otherwise choose
Principles
- Position against the real alternatives customers consider
- Be specific — vague claims (“powerful,” “easy”) are forgettable
- Make differentiation meaningful to the buyer’s job and risk
- Test positioning with customers and sales conversations
- Keep internal and external positioning consistent
Verification
- A salesperson can explain why the customer should choose you in one minute
- Differentiation is credible and relevant
- Messaging is consistent across key channels