Positioning Strategy Template for New or Established Products

Positioning Strategy Template for New or Established Products

Why Do You Need A Positioning Strategy Template?

You have a great new product, and you are ready to go-to-market. Or, you have an existing product that’s doing OK in the marketplace. Why would you need to follow a positioning strategy template?

A positioning strategy is the fuel for impressive results and breakthrough success. How consumers perceive your product and whether or not they decide to purchase it is partly based on how you choose to position your product relative to competitors: 

  • Does your brand stand out?
  • Are you communicating the right benefits and reasons to believe to attract your target consumer and be the brand of choice?
  • Is your packaging and pricing in-line with what consumers would expect?

Most successful brands take the time to think through their positioning strategy to understand:

  • the target consumer
  • what matters to them
  • what the brand can uniquely deliver
  • what sets the brand apart from the competition 

The goal is to compete on more than just price and establish brand loyalty.    Here are some brands with a strong positioning strategy:

YETI  – outdoor lifestyle brand targeting outdoor enthusiasts, synonymous  with durability and  “build[ing] products to improve your time in the wild” (read full case study here).

APPLE– targets creative students and professionals. Positioned itself as an innovator in the technology space with an unapologetically different and simple modern design.

Here are some additional positioning examples of disruptive lifestyle brands including Lululemon Athletica, Tesla and Aldi.  

Start accelerating your brand’s position in the market with the positioning strategy template below.

Positioning Strategy Template for New or Established Products

Positioning Strategy Template: Fundamentals

To get started, you will first need to define your brand’s target audience, what matters to them, and what other products is your brand competing against.

 Fill in for your Brand  
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What is your product? Brief description of what your product does 
What is the competitive set? Who are the close in competitors?How do they position themselves in the marketplace? Who is their target audience? 
Who is the target consumer for your product? Who are they from a demographic, behavioral and psychographic standpoint? What matters to them when purchasing your product/category? 
What sets you apart from the competition? What functional benefits does your product/brand offer?What emotional benefits does your product/brand offer? 

Once you have filled out the Positioning Strategy Template Fundamentals chart,  the next step is to think through the different positioning areas your brand can own and develop positioning concepts to test with your target audience to confirm relevance, appeal, and differentiation. 

Positioning Strategy Template:  Statement Framework

Below is a basic positioning statement framework that I have used with success:

FrameworkTo target _____________________[specific audience], For _____________[defined] frame of reference,  _____________[brand name] is the ________________[functional/emotional] point of differentiation.  Because ____________________________[attributes] reasons to believe  
  • Target is the audience/consumer base you are trying to attract
  • Frame of Reference refers to the category or space your brand competes in
  • Point of Difference refers to functional and emotional benefits your brand can uniquely deliver versus the competition
  • Reason to Believe are the supporting product attributes that make your point of difference/positioning believable to consumers

Note that a positioning statement is different from a tagline. In a positioning strategy template, the goal of the positioning statement is internal – you want it to be clear and concise so that it serves as a guidepost for all internal product and marketing decisions.   On the other hand, a tagline is an executional element, often developed in collaboration with a creative agency after you have defined you positioning strategy/statement.

While not easy to define, positioning is a critical step in brand building and establishing enduring brands. 

For more resources on positioning frameworks, visit our Brand Positioning page.  Or contact us to start a dialog.

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