The key components of product positioning are:
Vision — the overall direction of where your product is headed
Mission — how your vision will become a reality
Tagline — the slogan used to describe your company or product
Market category — your market and key customer segments
Customer challenges — primary pain points felt by your customers
Company and product differentiators — the unique qualities of your company or product that bring value
Brand essence — the core aspects you want your company or product to be recognized for
| Vision | ||
| Aspirational picture of the world in future | ||
| Mission | ||
| How you are going to make your vision a reality | ||
| Tagline | ||
| Catchphrase or slogan you use to describe your company or product | ||
| Category | ||
| Market that you are in | ||
Customer Challenge 1 | Customer Challenge 2 | Customer Challenge 3 |
| Major paint point for your customer | Major paint point for your customer | Major pain point for your customer |
Company Differentiator 1 | Company Differentiator 2 | Company Differentiator 3 |
Unique value creating characteristic of your company | Unique value creating characteristic of your company | Unique value creating characteristic of your company |
Product Differentiator 1 | Product Differentiator 2 | Product Differentiator 3 |
| Unique, value-creating characteristic of your product | Unique, value-creating characteristic of your product | Unique, value-creating characteristic of your product |
| Brand Essence |
| Core attributes you want to be known for |
| Boilerplate |
| Brief description of your company or product |
