Brand Positioning & Messaging Framework
1. Brand Essence
A short statement that captures the soul and core identity of the brand.
Who we are:
What we do:
Who we serve:
Example:
Zoom Docs is an AI-powered collaborative documentation platform that turns meetings into structured, actionable content—instantly.
2. Positioning Statement
A concise, structured sentence that defines how the brand is uniquely positioned in the market.
Template format:
[Product] is the [category] for [target audience] who [need or challenge]. Unlike [main competitor], it [unique value proposition].
3. Core Values
The 2–4 foundational pillars that define what your product stands for and delivers.
Value Pillar
Messaging Statement
Supporting Proof Point
e.g. Speed
Move from meeting to execution faster
Auto-generated summaries reduce prep time 40%
4. Target Audiences
Primary customer segments and what they care about.
5. Key Messages
Audience
Pain Point
Key Message
Table
Audience Segment
Persona / Role
Key Needs / Pain Points
Product Fit Summary
PMs Product Managers Fast docs, structured thinking High fit
Marketing Content Ops Managers Campaign planning, templates Strong fit
HR People Ops Onboarding, docs + forms Moderate fit
