What is the best tool or template to use when developing a market positioning strategy

For a rigorous, logic-driven approach, the best framework is April Dunford’s 5-Component Positioning Framework. It is the gold standard for B2B and SaaS because it forces you to identify "competitive alternatives" before claiming value. You can find excellent interactive versions of this framework on Miro or Coda.

If you prefer a visual tool focused on customer psychology, use Strategyzer’s Value Proposition Canvas.

• Pros: Perfectly aligns customer "pains and gains" with your product features.
• Cons: It is better for product-market fit than for high-level brand competition.

For team brainstorming, Miro is the best platform. It offers pre-built templates for Perceptual Mapping (plotting your brand vs. competitors on X/Y axes) and the STP Model (Segmentation, Targeting, Positioning).

• Best for Clarity: Dunford’s Framework (use the "Positioning Canvas" template).
• Best for Visual Strategy: Miro’s "Perceptual Map" template.
• Best for Product Alignment: Strategyzer’s Value Proposition Canvas.

I recommend starting with a Perceptual Map in Miro to identify market gaps, then refining your specific messaging using Dunford’s logic.

Are you positioning a brand-new product in a fresh category, or are you trying to differentiate an existing brand in a crowded market?