Some technology branding pros feel that Positioning Statements aren’t useful anymore, that no one really says them in the way they’re written; and it’s better to go straight to your value proposition. But is it that simple?

Taking a structured research approach to the front end of positioning will save you a lot of time and trouble in prepping your team to collaborate and generate ideas for positioning and messaging.

Our 10-step positioning process: Positioning and messaging comes first, before branding. Once positioning and messaging are sharp, it’s much easier to create and build a brand. It’s also much easier to do marketing, sell things and raise money from investors. If positioning and messaging aren’t sharp, then all of those things will be much harder, and you won’t really have a brand, you’ll just have a visual identity.

If a company’s positioning and messaging are sharp, it’s much easier to do marketing, sell things and raise money from investors.

Many people in the startup ecosystem feel that a company needs to create its own category in order to succeed and create maximum value for its shareholders. Like most things in business, it’s not that simple. While some category creators and first movers become wildly successful, the majority simply don’t - and many fail. The odds of success are actually far better for category disruptors and subcategory creators.

Simple, accurate and clear is often better.