I would go beyond just “sad” or “happy”, unless those truly are the most specific, descriptive emotions that are a result of your services/product offerings. 3. There are many possible templates for positioning statements. A brand positioning statement is a document that’s been created for a business and its brand. The execution of this formula, however, is not simple. 8 Examples of Successful Brand Positioning Statements Typically, when you look at a consumer-facing ad, you’re seeing the brand’s tagline and/or current marketing message. They are statements that reflect your unique offering. Every company says that. So, getting this aspect of your brand’s positioning right is the most important factor in developing a successful statement. having a good positioning statement. Your reasons to believe should create a clear link between your brand and the benefits delivered. The Brand Context consists of the target audience and the target market – the context in which the brand finds life. There are many possible templates for positioning statements, and in some of them, your brand’s competition may be referenced. In less than 5 seconds it tells your visitor who you serve, what you do, and why it’s uniquely better than any of your competitors. More details of this positioning statement example, including many others, can be found in the book. Brand Positioning Statements Defined . Forma distills and communicates complex messages into compelling communications; we make the complex compelling. Specific benefits are better than general benefits. Trying to condense everything that’s good and unique about your company into this one statement may feel contrived and impossible. What they do better: Keep in mind that Uber positions themselves against the alternative of them being there—like taxis, walking, and driving yourself. Let’s call this Customer Avatar Starving Artist Sarah. In the future, you […] Using the template provided here, you should be able to make a good start on creating effective positioning. Positioning statements can be long; by the time you include enough modifiers and qualifiers to target the statement precisely, it can be quite lengthy. It also provides you with the opportunity to let the client know your intentions before you discuss anything. Every brand decision should be judged by how well it supports the positioning statement. © 2009 Forma Life Science Marketing, Inc. All rights reserved. These … David has authored articles published by Life Science Leader, Impact, and PharmaExec magazines and MedAd News. Where does your company stand on price? 3. It helps you maintain focus on your bran… Examples of unique benefits for other life science companies could include: The reasons to believe are the compelling proofs that the brand can deliver the promised benefits. This can be even more difficult in a highly regulated life science market. Positioning Statement – is the description of the company’s objectives for a specific strategy.It helps set the business apart from its competition. 1. All marketing strategies and tactics need a well-constructed positioning statement to help maintain focus. A positioning statement clearly defines your brand’s position – that is, the “space” in your audience’s consciousness that you want to establish as belonging solely to your brand. A positioning statement is a climate setter – it establishes the tone of the meeting. Between the internet and the old-fashioned approach of just being a customer of your competitors, you can figure this out. Here are some key points that are important to understand as you create a positioning statement. Please note that these benefits and the following reasons to believe are not filters that narrow the target market. What is a Positioning Statement. Plus their punny posters in the jet bridge make me snicker. The following is a snippet from The Marketing High Ground. Now I know what you're asking, "If I don't talk about my business how will the customer know anything about me?" If you don’t have a clear sense of your desired positioning, you can’t create effective marketing. Obviously, there are many audiences you ultimately need to reach. She is also committed to leadership and supporting her team. A graphic designer and digital marketer by trade, Tara (Brouwer) Kester started Shovel Creative in 2010 out of a passion for good design and customer service. Though you won’t be including all of this info in your brand positioning statement, you will be including the name of your Customer Avatar, such as Real Estate Ed or Millennial Mary. You can simply write your positioning statement in a brainstorming session, although it may be more useful to develop it as part of a wider journey. David serves on the board of NCBio. that provides clinical monitors with a guaranteed minimum of three years experience, combined with a program offering discounts for signing contracts for multiple compounds (the unique benefits delivered). But even with a simple template, writing your brand’s positioning statement is not a trivial task. I’m going to let a company called Digital Marketer do that. ©2020 Forma Life Science Marketing   |   All rights reserved. Whenever you are facing one of these difficult conversations, strategic use of positioning statements can make the situation much more bearable. Go through steps 1-4 and fill in the blanks for the brand positioning statement formula. Sales consultants to pharmaceutical company sales organizations calling on clinicians (filtered by end consumer). Your positioning will be stronger if the benefits delivered are unique. It helps filter future actions, guiding your brand in making decisions about issues large and small. As covered in the last two issues of this newsletter, positioning defines your brand’s Context, Promise, Personality and Values. you do the leg work to get you there and B.) Crafting a Clear, Effective Positioning Statement for Your Life Science Brand, Important points about your positioning statement, Focus on your core audience, not every audience, Common mistakes in writing a positioning statement, Using Two Dimensions of Positioning to Create a Competitive Advantage in the Life Sciences, Positioning is one of the most crucial aspects in marketing your life science brand. The Brand Promise is the unique benefits available from this brand, and the reasons to believe that the brand offers for this promise. In other words, it is a marketing tool. A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand. His work has been recognized by AIGA, and featured in publications such as the Harvard Business Review, ID magazine, Print magazine, Design News magazine and Medical Marketing and Media. In deciding among the four general targeting methods,a marketer must consider two factors.These factors are _____. It is worth putting yourself in your competitors’ shoes to determine what their likely responses might be. Fourth. Initially, focus on writing a positioning statement that’s used only internally. That just stays with you and your internal team. Required fields are marked *. Elements of a Positioning Statement. 4. With that said, the goal of your positioning statement is to create 1)credibility and 2)relevance. After you have your list of all of the specific ways that your company delivers a better product, write next to each of those items how it makes your Customer Avatar feel. to launch the new product. The brand positioning journey. The most difficult part of developing your positioning is defining what makes your brand truly different. Read on to learn more about what makes a successful brand positioning statement and how you can create one for your business. Examples of reasons to believe for other life science companies could include: The positioning statement template is simple – after all, it only contains 4 key aspects that must be customized to each brand’s positioning. 2. For staffing decision-makers at drug development companies with a pipeline of multiple compounds ready for clinical trials in the next two years (the target audience), MoniTrendz is the only clinical monitor staffing solution for phase I, II or III trials (the market context). First, let’s look at the Positioning Statement template and a fictitious example. Positioning is one of the most crucial aspects in marketing your life science brand. Why? Because this is private language, do not worry about making it sound attractive to your target audience. If you feel tempted to include language about your quality in your positioning statement, ask yourself this question: Does your brand have any competitors that will not claim “quality” as a benefit? It does not matter what you think or believe, as you are NOT (in most cases) a member of the audience; for positioning purposes it only matters what the audience thinks or believes. But I can change flights without change fees and check free luggage. A good positioning statement is a guidepost for your marketing efforts. Your email address will not be published. These are specific emotions. There are obvious benefits to your business in offering your customers benefits that are available only from your organization (such differentiation allows you to charge a price premium while increasing customer loyalty, after all). 4. These proofs should be verifiable before purchase by a prospect; in other words, you shouldn’t have to already be a customer to verify the reasons to believe. Read below for a three-step process anyone can use to write a great positioning statement for your products. Most firms will claim that they provide quality products and services. It outlines the distinct benefits a company or product offers to a specific type of customer, relative to competitor brands. He has lectured and presented to numerous groups about various topics in marketing. Then we’ll examine each of the components in turn. Their Customer Avatar: This one’s a little challenging since virtually anyone can fly with them. When implemented correctly, the positioning statement can guide not only the choice of promotional messages, but affect many choices related to the other “P’s” of marketing, such as product mix (see the first issue of this newsletter). The positioning statement template is simple – after all, it only contains 4 key aspects that must be customized to each brand’s positioning. using reasons to believe that are too soft or are not verifiable before purchase. Sample Positioning Statements. Once you have gathered your competitors’ positioning statements, perceptual mapping makes it easy to see how you are positioned relative to them. Sometimes a strategic positioning statement sounds like a tag line or a slogan. Positioning statement is important as it helps the product or service connect with the customer. What they do better: Low prices, good design, and offer almost every type of item you need to furnish your home. But for some reason, we keep going back—hook, line, and sinker. Since starting Shovel, Tara’s passion has extended to data and psychology-driven design—design that is proven and tested to connect with its audience and drive leads and sales. Though this statement isn't directly included in advertising messages, it … A good positioning statement is a gui… In essence, the Brand Promise covers how customers will benefit from the choice of your brand, and why a customer should believe that these benefits would be available to them once they made this choice. Your brand’s positioning statement should be authentic and backed up by your brand’s behavior. They are actually pretty simple to construct. 2. It is private language that acts as a decision-making filter for your public communications. Determine your Customer Avatar (“My what?”). Your brand’s positioning statement is a road map for marketing activities. Further, the specific roles within those companies are specified: those who have decision-making responsibility for clinical monitor staffing. Read part 1. 4. if your company actually uses this statement to power everything they do. They will also tend to be more unique. lets look at some good positioning statement examples. This description of the desired audience will support a clear targeting effort; it creates a simple, powerful filter, clarifying exactly who to target with marketing communications. List objective, specific ways how your company provides a better service or product than anyone else. Forma works with life science organizations to increase marketing effectiveness and drive revenue, differentiate organizations, focus their messages and align their employee teams. Let’s just call her Bridesmaid Beth. What they do better: Low fares, no hidden fees (transfarency®), free checked bags, and no change fees. If those tools are not yet in place, but will be in the near future, it‘s okay to create a positioning statement that reflects the availability of these tools. This article will address the key attributes of such a statement and provide a template for creating your brand’s own positioning statement. You can also use the positioning statement to communicate with the marketing services partners you will work with (advertising agency, designers, media buying, web marketing, consultants, etc.) Though it may read like something from your promotional materials, your positioning statement is an internal tool. Remember – even under the best of circumstances it takes time for your brand’s positioning to work its way into the audience’s consciousness – by which point the tools would be available. You want the target audience to think of your company as the top provider of the product or service in this market segment. The positioning statement acts as a reference document for any branding activity you do at your organization for a new product. 1. -Michael Coleman, Marketing Director at General Hemp. Tara has worked with high-profile brands such as Sony Online, Lexus, Pantone, Activision, THQ, and Warren Miller. The Customer Avatar experience: accessibility to a well-designed, affordable furnished home. Your unique benefits should truly be motivating, compelling advantages for the target audience. Don’t worry about this; short, euphonious language is appropriate for touchpoints (taglines, headlines, etc), not for your brand’s positioning statement. Let's conduct a quick evaluation of this real positioning… Positioning is the process of identifying an appropriate market niche for a product (or service or brand) and getting it established in that area.Having a strong positioning statement is an important aspect of building a marketing plan. She also enjoys singing and playing her guitar. He was named Best Consultant in the inaugural 2013 BDO Triangle Life Science Awards. To subscribe to this free publication, email us at info@formalifesciencemarketing.com. They’re not really positioning themselves against their greatest competitor, Lyft. In that sense, your positioning statement should reflect the truth. In some circumstances, however, it is acceptable to write your positioning statement based upon future events. Sure we’ve all shed some tears trying to assemble that IKEA TV console that falls apart a year later. How it makes Bridesmaid Beth feel: free and flexible. For this character, you’ll want to assign “demographic” attributes such as job title, gender, education level, salary, family status, blogs frequented, favorite books/magazines, etc. A mission statement should include all of these components EXCEPT: A. Instead, its purpose is to help guide all your and your staff’s activities associated with a specific target customer group. First. For fun, she enjoys being outdoors by way of rock climbing, hiking, camping, and the occasional surf session. Let’s call Uber’s Customer Avatar City Sam. Even experienced marketers struggle with this and prior practice definitely helps. Examples of market context for other life science companies could include: The unique benefit delivered is one or more benefits that the brand can supply. A Simple Formula. But it’s not impossible. Proprietary software for tracking samples being shipped to clinical sites, or, A guarantee related to cost, such as a low-price guarantee, or a money-back guarantee, or, Compliance with existing regulations (e.g., approved by the FDA or listed by UL), Historical validation (15 years of experience). 3. It acts as a filter for making decisions about your brand’s marketing activities. The following positioning statement example was used by Amazon.com in 2001, when it sold books almost exclusively: For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Your brand’s positioning statement is essentially a 40-word elevator “pitch” that tells someone–anyone–who you are and what you do. And what’s their hook? But when you look at the photos on their website or take note of fellow shoppers while penciling in your aisle number, you’ll notice that it’s a lot of college students and young(er) adults trying to find an affordable, yet stylish piece of furniture. Your brand’s positioning statement is strategic in nature. Positioning is about differentiating your brand from your competitors, so the language that describes your positioning is very important. The word ‘Quality’ has no place in positioning statements. Writing your brand’s positioning statement is not a trivial task. “Quality results” or “quality products” are not unique benefits. sites). They’ve generated millions of dollars each month from their own internal brands and share how they do it plus their data trends with other marketers. Friendlier than anyone else? Remember that this language is intended only for internal consumption; it will not be shared with external audiences, but will be used as a filter when making internal decisions about external marketing activities. That’s because, as consumers, we’ve been trained to understand that taglines are inextricably linked to the brands we know. Simply saying that you’re “higher quality” doesn’t mean anything. What customers see is the brand slogan or tagline, the marketing campaigns and ads in all of a brand's touch-points.. Again, specificity here will help when you later use this positioning statement as a filter for marketing choices. This describes the target companies, the roles/functions within those companies, and/or the people who fill those roles. If you’d like to explore the importance of benefits and functional differences further, please read our whitepaper, Using Two Dimensions of Positioning to Create a Competitive Advantage in the Life Sciences. Let’s examine the components of this positioning statement one at a time: The target audience is a clear, focused description of the core prospect. David Chapin is author of the book “The Marketing of Science: Making the Complex Compelling,” available now from Rockbench Press and on Amazon. A positioning statement is a strategic tool used in marketing. Though few of these brands have expressed their brand positioning statements this simply, we’re going to take their mission statements and do it for them. The centerpiece of the position is often a tagline communicated externally, but positioning statement itself is meant for internal purposes only. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection. A good positioning statement is a guidepost for your marketing efforts. They’re the easiest way around with just a tap of a button, you can get rides anywhere and any time of day, it’s low-cost to luxury (you choose), it’s reliable, no phone calls to make, no pick-ups to schedule, and it’s a safe, affordable and convenient alternative to driving if you’ve been drinking. All marketing strategies and tactics need a well-constructed positioning statement to help maintain focus. Though it may read like something from your promotional materials, your positioning statement is an internal tool. In an earlier blog post titled “Positioning statements: how a carrot is more than a carrot” I described how a business identifies itself to its customer vis-à-vis the competition through a positioning statement, and how a well-crafted positioning statement can help an organization grow.. The Marketing of Science is published by Forma Life Science Marketing approximately ten times per year. Claims of technical superiority (e.g., uses 25% less reagent). (Product Name: Southwest) enables (customer: Bridesmaid Beth) to experience (what: freedom to fly to her friend’s weddings without breaking the bank.). Positioning is your brand’s DNA. The purpose of writing a positioning statement during strategic planning is to ensure that all your marketing activities for a customer group are consistent and clear. Their Customer Avatar: Again, though almost anyone can catch a ride with an Uber driver, their imagery typically caters to 30 and 40 somethings who live in an urban setting. How it makes Starving Artist Sarah feel: stylish and included. Taken together, the reasons to believe should be proof that the brand can deliver the unique benefits. So let’s wrap this up into our simple brand positioning formula. It is crucial that this benefit – or combination of benefits – be unique. not identifying benefits that are unique. Positioning Statements vs Mission Statements Definition. You can get a good start towards creating a solid positioning by using this template as a framework – filling in the blanks with the details of your specific situation. They take the time to get to know our business and goals and because of it, they are able to offer great creative direction. So what does Uber say they do better? Note that the MoniTrendz example filters the target audience from all drug development companies down to just those companies with a pipeline of multiple compounds ready for clinical trials in the next two years. We were so happy with our web design from Shovel on a major project that we continued with them on retainer. It is a no-nonsense statement of how your company is perceived in the minds of your target market.Put simply, a positioning statement explains how your product, service, or brand fills a customer's needs better than your competitors. As you read this positioning statement, see if you can identify the exact aspects of MoniTrendz’ service that makes them unique. He has taught at the Kenan-Flagler Business School at UNC-Chapel Hill and at the College of Design at NC State University. The positioning statement should be approached from the point of view of your target audience. Do you perform your service faster than anyone else? Identifying what truly makes your brand unique may not come easily – but will be time well spent. (Product Name) enables (customer) to experience (what). And here’s a tip—this statement can and should be used for the main message on the top area of your homepage. 1. So what’s their formula for a brand positioning statement? It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics. The Customer Avatar experience: freedom to fly to her friend’s weddings without breaking the bank. It is possible to claim a very broad marketing position, if you do it before your competitors. You may find, in fact, that these communications often lack the heart and soul of good positioning: A meaningful benefit statement that gives the audience a reason to care about a particular product. You’re truly going to need to know the “what” of what your competitors provide and what you provide and who does what best. Additional examples will be shared and briefly reviewed in future posts. A positioning statement is one sentence that succinctly identifies the target market and spells out what you want them to think about your brand. They're also great time managers, and all of our projects over the past 9 months have gone very smoothly. For example, your brand may require technological tools to support delivery of your unique benefits. Every brand decision should be judged by how well it supports the positioning statement. Again, if you can’t answer “yes” to all of these questions, then circle back and refine your statement until you can. Each benefit does not have to be matched up to a specific reason to believe. And you’ll know who these people are by doing this exercise. Your brand’s positioning should be relevant, unique, credible, clear and stable. Good question. It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics. If not, either your brand is a commodity, or your positioning is not defined specifically enough. It also sets the direction of the business, it’s branding and marketing strategies. The numerous tables, charts, scribbles-in-the-margin documents are best thought of as inputs that will guide the development of a positioning statement. Particularly in a regulated environment this is not always possible, so the uniqueness of your positioning statement could be derived from a combination of factors, such as addressing a particular market and a particular set of reasons to believe. Comment document.getElementById("comment").setAttribute( "id", "cd863b7c711af70e994e9ab07e4d4eab" );document.getElementById("136564ad72").setAttribute( "id", "comment" ); I've worked with many web design companies and Shovel has been one of the best experiences I've had. Do you remember Southwest’s old slogan “You are now free to move about the country”? This works if you want them to think of your mission or vision.! But remember that the purpose of a successful brand brand and its brand: ease and when. By Forma Life Science brand many a good positioning statement addresses all of these except you there and B. strategic nature! Business or organization, relative to them might be, clear and stable can be found in the 2013... 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