By David Ronald
Great products don’t always win in a crowded market.
It’s unfortunate, but true.
But great positioning can increase the probability of success.
From launching a startup, refreshing an existing product, or expanding into new markets, positioning is the invisible force that shapes how customers perceive you.
It’s the glue between your product’s capabilities and your customers’ needs and, when done right, is the difference between a fleeting impression and lasting brand loyalty.
In this blog post I examine the art and science of product positioning for modern marketers, what it is, why it matters, and how to do it well.
What Is Product Positioning?
At its core, product positioning is the strategic process of defining how your product should be perceived in the minds of your target customers – especially in relation to the competition.
It answers critical questions such as:
- Who is your product for?
- What problem does it solve?
- What makes it different (and better)?
- Why should someone care?
Positioning is not your tagline, slogan, or ad copy, even though it influences all of them - it’s the foundation that informs every marketing message, sales pitch, and product roadmap decision.
Positioning Matters More Than Ever
The digital age has made it easier to launch a product, but harder to stand out. Modern buyers are bombarded with options, skeptical of generic claims, and quick to click away.
Strong positioning provides the following benefits:
- Cuts through noise with clarity.
- Aligns teams on a shared narrative.
- Creates emotional resonance and relevance.
- Drives higher conversion and retention.
Without it, even the best product can feel indistinct or irrelevant.
With it, a product becomes memorable, valuable, and irreplaceable.
Symptoms of Weak Positioning
Before diving into the how, let’s diagnose some common signs of weak positioning:
- Your messaging feels vague or interchangeable with competitors’.
- Prospects ask, “So what do you do exactly?” even after your pitch.
- Sales cycles are long, and deals stall because your value isn’t clear.
- Marketing campaigns underperform despite good execution.
- Internal teams describe the product differently.
Do any of these sound familiar to you?
If so, you may have a positioning problem.
A Positioning Framework
Successful positioning is built around seven key elements:
1. Target Audience
Who are you positioning the product for?
It pays to be specific here. It’s not just “marketers” or “engineers” – it might be “growth marketers at mid-size B2B SaaS companies struggling with lead conversion.”
2. Customer Problem
What painful, frustrating, or expensive problem do they face?
Your product should be anchored in a real, urgent need, and not just a nice-to-have feature.
3. Product Category
What type of solution is this?
Are you a CRM, an AI assistant, or a design tool? Defining the right category sets expectations and helps customers mentally file your product.
4. Key Benefit
What’s the one big outcome your product delivers?
It’s best to be creative here and think beyond features. For example, your biggest benefit could be, “reduces churn by 40%” or “lets designers ship mockups 5x faster.”
5. Differentiation
How is your product better or different from alternatives?
This is your moat – unique capabilities, technology, approach, integrations, or philosophy.
6. Proof
Why should your claims be believed?
Substantiates your positioning with data, testimonials, case studies, or third-party validation.
The Positioning Process
Creating positioning that sticks requires both research and intuition.
Here’s a step-by-step process that Ive had success with in the past that should assist you in getting it right:
Step 1: Talk to Customers
Your customers are your most valuable source of positioning insight. Through interviews, surveys, and behavior analysis, uncover:
- What they were doing before using your product.
- What triggered their search for a solution.
- What they value most after using it.
- What objections they had before buying.
Look for language patterns, emotional triggers, and the real “job” your product is hired to do.
Step 2: Analyze the Market
Study your competitors and identify the following:
- Gaps in how they're positioning.
- Overused messaging tropes.
- Opportunities to create contrast.
You’re not just selling a better product, you’re selling a different one.
Step 3: Clarify Your Strengths
Inventory your product’s superpowers.
Which features or experiences generate the most “wow” moments? Which ones consistently come up in positive reviews?
Align these with the most pressing customer needs and you'll find your positioning sweet spot.
Step 4: Craft Your Positioning Statement
A classic structure that works well:
“For [target audience] who [have a specific problem], [product name] is a [category] that [key benefit]. Unlike [competitor or alternative], our product [differentiator].”
Here's an example:
"For remote team managers who struggle with engagement, HivePulse is an employee insights platform that surfaces real-time morale trends. Unlike annual surveys, HivePulse delivers daily feedback via Slack."
Although this won’t appear verbatim in your marketing, it will inform everything else.
Bringing Positioning to Life
Once defined, positioning needs to be operationalized across your go-to-market strategy.
Messaging Hierarchy
Create a tiered messaging framework with:
- Core narrative—your high-level story and reason for being.
- Benefit pillars—between two and four key value themes.
- Support points—roof, features, and examples that reinforce each benefit.
This framework ensures alignment across web copy, ads, decks, and more.
Content Strategy
Use your positioning to shape blog topics, case studies, whitepapers, and webinars.
For example, if your positioning hinges on “speed to insight,” create content that showcases how customers achieved results faster.
Sales Enablement
Equip sales with talk tracks, objection-handling guides, and one-pagers that reinforce the positioning.
Make it easy for reps to tell the same story consistently.
Brand Voice
Your brand’s tone should reflect the personality embedded in your positioning. Are you approachable and witty, or serious and data-driven?
Consistency here builds trust and recognition.
Positioning Is Not a One-Time Event
Markets evolve. Customer expectations shift. Competitors adapt.
This is why positioning should be revisited regularly, especially after:
- Launching a major new feature or product line.
- Entering a new market segment.
- Seeing churn increase or lead quality drop.
- Company rebrand or strategic pivot.
Run a positioning audit at least once a year – check if your original assumptions still hold. Revalidate with customer feedback, and iterate as needed.
Common Pitfalls to Avoid
Even smart marketers can fall into these traps:
- Positioning too broadly—trying to appeal to everyone usually resonates with no one.
- Leading with features, not benefits—customers buy outcomes, not specs.
- Copying competitors—you can't own a space you're echoing.
- Failing to test messaging—positioning feels good in a deck, but the real test is how it performs in-market.
- Leaving internal teams out—sales, customer service, and product teams are critical positioning partners, not just the marketing team.
Avoiding these pitfalls is essential for creating positioning that sticks, sells, and scales.
Conclusion
Great positioning is about being remembered, trusted, and chosen.
It gives your product gravity. It ensures your marketing lands with clarity. And it helps every customer interaction feel intentional and aligned.
In a world of infinite options, positioning that sticks is your secret weapon.
First, tune the signal. Define your difference. Then tell a story that only your product can own.
Thanks for reading all the way to the end. You obviously have an interest in this topic if you made it this far, and may enjoy this post, A Brief Guide to Mastering Product Positioning.
Would you like to discuss this blog post?
If so, my email is david@alphabetworks.com – I look forward to hearing from you.
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