Product Positioning is a strategic exercise that defines where your product or service fits in the marketplace, and why it is better than alternative solutions. It is the basis of your marketing story. Your product positioning shapes how you want your product to be known in the market.

The exercise typically includes research of the following:​

 

Product Messaging is the foundation for what you consistently say about the product or service externally. Messaging captures the key points that you plan on conveying about your product or service — the most pertinent information and what you want customers to remember.

It usually consists of a few statements that communicate and reinforce the positioning to customers. 

 

Messaging Platform is the output of this strategic process. After you’ve completed your problem, customer, market, and product assessments, you can define your core messaging, align the broader team around messaging guidelines, and build a product marketing plan.

The messaging platform is both a strategic and a technical document, that enables the different departments in the organization to move faster with their efforts, campaigns and customer facing engagements.