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Phase 5
Positioning & Messaging Frameworks
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In crowded markets, products don’t compete only on features — they compete on perception. Positioning and messaging frameworks give product teams a structured way to define how their product stands out and how to communicate that value consistently to customers. This module explores the foundations of positioning, the mechanics of building a messaging framework, the use of the “messaging house,” and the critical distinction between positioning (internal strategy) and messaging (external communication). By the end, you’ll understand how to craft frameworks that align internal stakeholders, resonate with target audiences, and evolve as markets change.
Positioning vs. Messaging: The Distinction
Positioning
- Internal strategy; defines the space you want to own in the customer’s mind.
- Anchored in target customer, competitive landscape, and key differentiators.
- Relatively stable; informs product, pricing, and roadmap.
Messaging
- External communication; how you express positioning across touchpoints.
- Flexes by channel, persona, and context (ads, website, sales, support).
- Evolves frequently; tailored to campaigns and moments.
The Messaging House Framework
Messaging frameworks often adopt the metaphor of a “house” to ensure that every message ladders back to a coherent foundation.
Messaging House — Structure
- Roof: Big Idea — the overarching brand essence or promise.
- Pillar 1: Value Pillar 1 — core benefit with 2–3 supporting proofs.
- Pillar 2: Value Pillar 2 — core benefit with 2–3 supporting proofs.
- Pillar 3: Value Pillar 3 — core benefit with 2–3 supporting proofs.
- Foundation: Positioning Statement — defines your unique place in the market.
Resources
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