Product positioning statement

Positioning statement overview

The positioning statement provides the overall direction for your marketing and communication. This should contain the problem or need the product is fulfilling for a target customer group. The positioning statement explains how you stand out from the competition.

There are two types of positioning statements:

  1. Brand positioning - The unique differentiators the brand offers. If you have them, this will encompass multiple products.

  2. Product positioning - Who a product is aimed at and its differentiators. The product positioning statement is not on the canvas, as the value proposition, target market, and competition sections cover it.

The positioning statement in this canvas is to be used at the product level. You are setting expectations for your customers, and it is important that you meet them. For example, if you claim to have the most efficient service, make sure you do.

Product positioning statement and product tagline

Unlike the tagline, the positioning statement is an internal summary that is not shared with customers and can, therefore, be more comprehensive.