Positioning and

Messaging
Framework
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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

Customer need #2

Customer need #3

[In priority order,

describe the three
most important
market trends
impacting the
customer need for
this product.]
Customer needs

Customer need
#1
[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

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Framework

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POSITIONING AND MESSAGING

below in a series of sentences that could be read or
spoken in less than 10 to 30 seconds.]
Positioning
statement

Differentiating
messages

[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).]
Differentiating
message #1

Differentiating
message #2

Differentiating
message #3

[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
message #2

Qualifying
message #3

[In priority order,

describe the three
most important
company or
product attributes
that make your
product more
attractive than
competitive
offerings.]
Substantiating
messages

Qualifying messages

[Enter the proof

points in a
bulleted list,
demonstrating
you can deliver
the differentiation
you claim in
differentiating
message #1.]
Qualifying
message #1
[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 Customer benefit

#1
#2

Customer benefit
#3

[In priority order,

describe the three
most important
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Framework

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POSITIONING AND MESSAGING

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.]

Descriptor of
[In three to five sentences, describe your products
solution/product/serv function. You do not need to link this descriptor to
ice delivered
customer needs or benefits. Follow the sentences with a
bulleted list of features and associated benefits in the cells
below.]
Features

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Framework

Benefits

9/4/2015