Best Tools and Templates for Developing a Market Positioning Strategy

Developing a market positioning strategy involves defining your target audience, unique value proposition, competitive differentiation, and messaging. There's no single "best" tool—choices depend on your needs (e.g., simplicity vs. visual collaboration, B2B vs. B2C). Below, I compare the top recommendations based on popularity, recency, and utility from sources like HubSpot, Product Marketing Alliance (PMA), Aha.io, and Fletch PMM. These are free or low-cost, downloadable templates/frameworks.

1. Positioning Statement Template (HubSpot)

• Description: A concise, one-sentence formula:
  For [target market] who [need], [brand] is [category] that [benefit] because [reason to believe].
  • Used internally to align teams on value prop and differentiation.
• Key Components: Target market, needs/pains, category, benefits, proof points.
• Download: Free via HubSpot blog (examples from Nike, Apple, Coca-Cola).
• Pros:
  • Simple and foundational—quick to create (3-5 sentences).
  • Memorable for sales/marketing alignment.
  • Battle-tested with 16+ real examples.
• Cons:
  • Text-only; lacks visuals for competitive mapping.
• Best For: Startups or solo marketers starting from scratch.

2. Product Positioning Template (Product Marketing Alliance)

• Description: Comprehensive doc for articulating how your product meets unique customer needs.
• Key Components: Product description, market category, competitors (with weaknesses), buyer personas, unique differentiators, challenges/values addressed.
• Steps: Research → Define product/category → Analyze competition/personas → List differentiators → Review iteratively.
• Download: Free DOCX/PDF after free signup at PMA.
• Pros:
  • Actionable steps with emotional/practical insights.
  • Ensures competitive edge focus.
  • Regularly updated for relevance.
• Cons:
  • Requires solid research upfront; more time-intensive.
• Best For: Product marketers needing detailed docs.

3. Market Positioning Canvas (Aha.io)

• Description: Visual one-pager for team workshops; maps your brand in the market landscape.
• Key Components: Target customer, problems solved, market landscape, brand differentiators.
• Download: Free Word template at Aha.io (also Brand Positioning Map for visuals).
• Pros:
  • Collaborative and visual—great for teams.
  • Pairs with personas/SWOT.
  • Customizable in tools like Miro.
• Cons:
  • Less prescriptive than statements; needs facilitation.
• Best For: Product teams visualizing positioning.

Comparison Table

Additional Options

• Fletch PMM Canvas (2025 Update): Differentiation-first with narratives (elevator pitch/story). Great for B2B startups; $10/year for full resources (link).
• Reforge Examples: 31 real templates from companies like SpotDraft; membership required.
• Platforms for Execution: Use Miro/Mural for digital canvases, or PowerPoint (SlideTeam has 10+ PPTs).

Top Pick: Start with HubSpot's Positioning Statement for speed, then expand to PMA Template or Aha.io Canvas for depth/visuals. Combine with perceptual maps for competition.

What industry or product type are you positioning (e.g., SaaS, consumer goods)? B2B or B2C? Team size or solo? Share details for tailored recommendations!

There is no single "best" tool, as the right choice depends on whether you are doing a quick internal alignment or a deep-dive strategic pivot. However, for 2026, the industry has consolidated around three primary "gold standards" based on your specific business stage.

1. For B2B & SaaS: April Dunford’s Positioning Framework

If you are selling a complex product where customers struggle to understand why they should switch from their current "status quo," this is the superior choice. Unlike fill-in-the-blank statements, this is a discovery process.

• The Tool: Obviously Awesome Positioning Template (Often found as a Notion or Miro template).
• How it works: It forces you to work backwards: Competitive Alternatives → Unique Attributes → Value → Target Customers → Market Category.
• Pros: Prevents you from being "pigeonholed" into the wrong market category.
• Cons: Time-intensive; requires a cross-functional workshop (Sales, Product, Marketing).

2. For Disruptive Innovation: The Blue Ocean "Strategy Canvas"

If your goal is to make the competition irrelevant by creating a new market space, use this visual tool.

• The Tool: Blue Ocean Strategy Canvas (Available in Lucidchart or Miro).
• How it works: You plot your product and your competitors against "factors of competition" (e.g., Price, Ease of Use, Speed). You look for where you can Eliminate, Reduce, Raise, or Create factors to create a "Value Curve" that looks nothing like your rivals.
• Pros: Highly visual; great for board meetings and high-level strategy.
• Cons: Less useful for incremental improvements in a stable, crowded market.

3. For Internal Alignment: The Geoffrey Moore Formula

This is the classic "elevator pitch" template from Crossing the Chasm. It is best for ensuring every employee can explain the brand's position in one sentence.

• The Template:

  For [Target Customer] who [Statement of Need], the [Product Name] is a [Product Category] that [Key Benefit]. Unlike [Primary Competitive Alternative], our product [Statement of Primary Differentiation].

• Pros: Instant clarity; easy to memorize.
• Cons: Can be too "generic" if not backed by the deep research found in the frameworks above.

Comparison Summary: Which should you choose?

Pro-Tip: The "Perceptual Map"

Before picking a template, create a Perceptual Map (a simple X/Y axis). Plot your competitors on axes that matter most to your customers (e.g., "High Customization vs. Low Price"). This identifies "white space" where no one currently lives, which is where your positioning should focus.

Which of these stages are you currently in?

• Are you launching a brand-new product from scratch?
• Or are you looking to reposition an existing product that is losing ground to competitors?