crafting-positioning

Define product positioning by running a structured multi-step workflow based on the April Dunford framework, which produces a clear positioning statement, a messaging house, and test-ready assets to guide your GTM initiatives.

Develop your UVP and USP by following a structured positioning process that articulates your unique value proposition and unique selling proposition, ensuring clear market differentiation to align marketing and sales teams.

Create a messaging house by executing the messaging development tasks in the positioning workflow, which outputs audience-specific messaging, taglines, and a minimum viable visual identity brief to standardize visuals across assets.

Yes, you need an ideal customer profile defined beforehand. The workflow requires reviewing your ICP and prior GTM phase outputs as input before running the positioning, UVP/USP, and messaging tasks in sequential order.

Validate market messaging resonance by using the testing guidance provided in the workflow, which enables you to test your developed messaging house and positioning assets directly with prospects to ensure they resonate.

Your GTM messaging lacks consistency because positioning and messaging are foundational but often under-defined in early GTM work, requiring a structured workflow to align your team around a unified messaging house and visual identity brief.