Strategic Communication: How to Develop Strategic Messaging and Positioning - Deepstash
Why care about strategic messaging and positioning

Product/market fit also means message/customer fit

Messaging is a key part of building any great company. Every business organization has a purpose and visio...

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Strategic Communication: How to Develop Strategic Messaging and Positioning

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One of the main attributes of strategic messaging is consistency. Effective messaging is always simple and consistent. The best way to evaluate your current messaging is to look at...

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The Goal of Marketing = Controlling Perception + Changing Behavior

Strategic messaging is a value-based communication framework that companies employ in all interact...

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Positioning is a way of manipulating what’s already in the mind. Founders often present their ventures as "Uber for X" or "Airbnb for Y" positioning is not even about your product, it is about the ...

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  • Messages should be consistent. Consistency reduces opportunities for miscommunication. Consistent messages are more likely to become memorable.
  • Brevity and sim...

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Positioning does not explain all the details of what a product does and especially how. Positioning is not even about your product, it is about the perception of the prospect, customer, or ...

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  • First, you have to pick a set of tools that you will be used consistently throughout this process. You will need to select a target customer profile and a strategic messaging framework. 

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You should have plenty of notes from your discovery interview. It is now time to look for common themes. Look into overlapping feedback from your interviews. Always put customer and prospect respon...

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Categorize all the feedback you collected during discovery interviews and identify the main value categories.

  • Great quality is not a value.
  • ...

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A 25-word description statement is a one-sentence description of your company. This sentence will appear first on the “About Us” section, it can be present in full or partially on your homepage, an...

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Your first full strategic messaging map is likely to be far from perfect. It is time to gather sufficient, high-quality feedback from your team and outside stakeholders. 

Whi...

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Strategic messaging speaks in your buyer’s language and provides two key elements that lead to effective content: 1) who is the audience? 2) what do they care about?

The notes you h...

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