Messaging & Positioning Framework
Branding
Pre-Seed
KEY OUTCOMES
A clear, compelling, and differentiated messaging framework that ensures startups can effectively communicate their value to customers, investors, and the market.
CREATED BY
Kendra Garagan
Founder
@
Kenergy
1-3 HOURS
TO COMPLETE
THE OVERVIEW
This framework provides a step-by-step process to help founders refine their messaging and positioning by focusing on what makes their product unique, who it serves, and why it matters. It guides startups through crafting compelling one-liners, elevator pitches, ICP-specific messaging, and key differentiators.
WHAT PROBLEM IT SOLVES
Many startups fail to communicate their value effectively, either because their messaging is too vague, overly complex, or not aligned with their target audience. Without a structured framework, startups risk confusing potential customers, losing investor interest, and struggling to stand out in a crowded market. This template helps founders define their core messaging, value proposition, and differentiation strategy to ensure clarity and impact.
WHAT'S INSIDE
One-Liner Pitch: A structured approach to distilling the startup’s value into a single, powerful sentence Elevator Pitch Guide: A framework to craft a compelling short pitch for customers, investors, and partners ICP-Specific Messaging: A guide to adapting messaging for different customer personas Positioning Statement Builder: A structured format for defining how the startup stands out in the market Key Differentiators Mapping: A framework to identify and articulate the unique value the startup offers compared to competitors
BEFORE YOU BEGIN
Have a clear understanding of who your target customers are and what problem your startup solves. Messaging without audience clarity leads to weak positioning.
IDEAL FOR
Founders struggling to articulate their startup’s value clearly Startups refining their product-market fit and go-to-market messaging Teams aligning marketing, sales, and fundraising efforts around a cohesive narrative
THE BENEFITS
Ensures clear, compelling messaging that resonates with the right audience Helps founders differentiate from competitors in a meaningful way Creates a repeatable messaging system that aligns marketing, sales, and fundraising efforts Reduces confusion and inconsistencies across brand communications
CREATOR TIP
Great messaging is clear, simple, and emotionally resonant—do not overcomplicate it.
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