Product Positioning 101

Nandhini TS
4 min readJan 28, 2023

As a marketer, content creation is what I do for the most part. Hence, it becomes very important for me to make sure that I convey my story in the best way possible. But, words can only do so much.

Graphics, bar graphs, charts, comics, memes, and gifs play a major role in keeping the audience engaged and hooked. However, marketers are not necessarily design gurus (sometimes we wish we were). Not being able to design on our own limits our ability to deliver our best work and increases the TAT tremendously since we have designers’ dependency.

This problem statement and pain point was true until a tool like Canva entered the market. They completely revolutionised the world of designing by making “professional designs possible for all”.

That right there — was their positioning. To make designing possible for everyone. The told this story effectively and the product proved this time and again making it a remarkable success.

Positioning in its essence is to be able to get the core message of your product across to the right target audience with the right message that shows the benefits and solves a real pain.

So, what exactly is positioning?

Product positioning refers to the process of creating a unique image and identity for a product in the minds of consumers. This is typically achieved through a combination of branding, marketing, and other promotional efforts. The goal of product positioning is to differentiate a product from its competitors, and to create a perception of value in the minds of consumers. This can include emphasizing certain features or benefits, targeting specific consumer segments, or creating a unique brand identity. Ultimately, effective product positioning can help a product stand out in a crowded market and drive sales.

Importance of product positioning

Product positioning is important for a number of reasons. Here are a few:

  1. Differentiation: By positioning a product in a unique way, a company can differentiate it from competitors and make it more appealing to consumers. This can help the product stand out in a crowded market.
  2. Branding: Product positioning helps create a strong brand identity and image for a product. This can help establish customer loyalty and make the product more memorable to consumers.
  3. Targeting: Product positioning can be used to target specific consumer segments, which can help a company reach the right audience for their product.
  4. Pricing: Product positioning can also help a company justify a higher price for their product, by emphasizing the value and benefits it offers.
  5. Sales: Effective product positioning can help increase sales and market share for a product.
  6. Long-term Success: A well-positioned product is more likely to be successful in the long run because it is better understood by consumers, and therefore more likely to be chosen over competing products.

Overall, product positioning is a crucial step in the marketing process, as it helps to create a unique image and identity for a product in the minds of consumers, which can drive sales and long-term success.

How to come up with a product positioning statement

A product positioning statement is a statement that describes how a product is unique and how it satisfies a specific need or want of a target market. Here are a few steps to help you come up with a product positioning statement:

  1. Understand your target market: Research your target market to understand their needs, wants, and pain points. This will help you identify the unique benefits your product can offer to them.
  2. Identify your unique selling points: Determine what makes your product unique, such as its features, benefits, or design. This will help you differentiate your product from competitors.
  3. Analyze your competition: Understand your competitors and their positioning in the market. This will help you position your product in a way that sets it apart from the competition.
  4. Use specific language: Use specific and descriptive language in your positioning statement. Use phrases like “designed for”, “perfect for”, “solves the problem of” etc.
  5. Test: Test your positioning statement with your target market. Ask them if it accurately reflects their needs, wants, and pain points.

A good positioning statement should be:

  • Specific: it should clearly identify the target market and the unique benefit
  • Descriptive: it should be simple, memorable, and easy to understand
  • Inspiring: it should create an emotional connection with the target market

Example: “For busy professionals on-the-go, our lightweight laptop offers the perfect balance of power and portability, making it the ideal solution for staying productive while on the move.”

Keep in mind that product positioning is not a one-time task, but a continuous process that can change over time as the market and the product evolves. The positioning statement should be reviewed and updated periodically to ensure it still resonates with the target market.

As a marketer, I can’t help but admit I am a fan od DIY design tools. It makes my content resonate with my audience better and most importantly gives me complete control over my story. If you are working on your positioning statement, think about how Canva has addressed its target audience, messaging, benefits, key differntiators, and USPs so effectively!

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Nandhini TS

Product Marketer | Content Creator | Creator of The Digitaldyno. Sticky notes and bulky planners make me happy!