And here’s a tip—this statement can and should be used for the main message on the top area of your homepage. 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. The Marketing of Science is published by Forma Life Science Marketing approximately ten times per year. Most firms will claim that they provide quality products and services. Your Customer Avatar is a made-up character of true attributes of your customers. It is worth putting yourself in your competitors’ shoes to determine what their likely responses might be. Brand Positioning Statement Examples. Basic types of products or services to be offered B. The positioning statement should be approached from the point of view of your target audience. The positioning statement must be unique. Your brand’s positioning statement is a road map for marketing activities. David has authored articles published by Life Science Leader, Impact, and PharmaExec magazines and MedAd News. 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. The brand positioning statement: (Product Name: Uber) enables (customer: City Sam) to experience (what: ease and convenience when a car arrives at his location almost instantly with one tap of a button.). 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. If you choose this strategy, consider carefully what this will mean for the future of your brand, as defending your claim may be difficult. using reasons to believe that are too soft or are not verifiable before purchase. Companies follow a step wise process known as a positioning process to build a good positioning statement. There are many possible templates for positioning statements. The template I’ll use in this paper will cover the Brand Context and the Brand Promise. 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. So, what makes a good positioning statement? It also provides you with the opportunity to let the client know your intentions before you discuss anything. A good positioning statement is a guidepost for your marketing efforts. Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. A mission statement should include all of these components EXCEPT: A. 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. What they do better: Keep in mind that Uber positions themselves against the alternative of them being there—like taxis, walking, and driving yourself. He has lectured and presented to numerous groups about various topics in marketing. Taken together, the reasons to believe should be proof that the brand can deliver the unique benefits. 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. The positioning statement is created to help the company sell more products, by better appealing to the customer segments and promoting the products and services. Where does your company stand on price? a. overall level of demand b. trend of demand c. government regulations d. geographic location of demand e. market analysis addresses all of the above factors (c; Easy; p. 73) True/False 11. So I’m here to finally break the tie and give it to you. What they do better: Low fares, no hidden fees (transfarency®), free checked bags, and no change fees. Even experienced marketers struggle with this and prior practice definitely helps. 10. 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). The numerous tables, charts, scribbles-in-the-margin documents are best thought of as inputs that will guide the development of a positioning statement. Home › White Papers › Crafting a Clear, Effective Positioning Statement for Your Life Science Brand. Brand Positioning Statements Defined . The same goes for customer-viewable presentations and whitepapers. Positioning is your brand’s DNA. You’re truly going to need to know the “what” of what your competitors provide and what you provide and who does what best. List objective, specific ways how your company provides a better service or product than anyone else. 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). Let’s call Uber’s Customer Avatar City Sam. This works if you have zero to maybe one other competitor. 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. It’s pretty simple. Your email address will not be published. But for some reason, we keep going back—hook, line, and sinker. Sure we’ve all shed some tears trying to assemble that IKEA TV console that falls apart a year later. Instead, its purpose is to help guide all your and your staff’s activities associated with a specific target customer group. All marketing strategies and tactics need a well-constructed positioning statement to help maintain focus. So let’s wrap this up into our simple brand positioning formula. Impact Marketing: How To Increase Sales With Your Branding, How To Perform A Simple Social Media Audit for Your Company, Impact Marketing: How Sales And Marketing Work Together, 10 New Website Design Trends That We Applaud, Impact Marketing and User Personas: Creating Branding That Resonates, Impact Marketing: Develop a Content Marketing Plan that Gets You Leads. 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. But I can change flights without change fees and check free luggage. What customers see is the brand slogan or tagline, the marketing campaigns and ads in all of a brand's touch-points.. As in most marketing activities, this is easier if you clearly understand your target audience, and their attitudes and behaviors related to purchasing. She is also committed to leadership and supporting her team. Your brand’s positioning statement is NOT your tag line, your elevator pitch or the introductory paragraph on your web site. Your positioning will be stronger if the benefits delivered are unique. not defining the audience specifically enough. you do the leg work to get you there and B.) How it makes Starving Artist Sarah feel: stylish and included. The brand positioning journey. 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. And what’s their hook? © 2009 Forma Life Science Marketing, Inc. All rights reserved. sites). First. 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. They take the time to get to know our business and goals and because of it, they are able to offer great creative direction. Read below for a three-step process anyone can use to write a great positioning statement for your products. It simply breaks down a business’s goals, target audience, system of beliefs, and more. 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. Third. Let’s just call her Bridesmaid Beth. Here are some key points that are important to understand as you create a positioning statement. The most difficult part of developing your positioning is defining what makes your brand truly different. He has taught at the Kenan-Flagler Business School at UNC-Chapel Hill and at the College of Design at NC State University. 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. The Brand Context consists of the target audience and the target market – the context in which the brand finds life. The centerpiece of the position is often a tagline communicated externally, but positioning statement itself is meant for internal purposes only. Now I know what you're asking, "If I don't talk about my business how will the customer know anything about me?" Your reasons to believe should create a clear link between your brand and the benefits delivered. 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. Though it may read like something from your promotional materials, your positioning statement is an internal tool. Go through steps 1-4 and fill in the blanks for the brand positioning statement formula. A good positioning statement is a guidepost for your marketing efforts. No other competitor should be able to write an identical positioning statement. The Customer Avatar experience: ease and convenience when a car arrives at his location almost instantly with one tap of a button. Claims of technical superiority (e.g., uses 25% less reagent). The Brand Promise is the unique benefits available from this brand, and the reasons to believe that the brand offers for this promise. The typical answer is “No,” so the claim is not unique. This positioning statement is the core message […] That’s fine, but remember that the purpose of a positioning statement isn’t to be cute. Download this Brand checklist to be sure. 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. 2. Your positioning should be targeted to only a small segment, but will be relevant to others outside that segment as well. -Michael Coleman, Marketing Director at General Hemp. The statement will generally be an internal document, although it should be used as a guide to ensure all content is consistent. Specific benefits are better than general benefits. 3 Steps to Writing a Great Positioning Statement That Sells Step 1: Articulate How Your Business Is Different From Your Competition. Whether they hear it verbally or read it on your website, your positioning statement is the first impression of information you give to others that provides an overview of your company or brand. You would no more share your positioning statement with your audience or your competitors than you would share the details of your business plan. Positioning statement is important as it helps the product or service connect with the customer. They’re not perfect. I love Southwest. Sound intimidating? Between the internet and the old-fashioned approach of just being a customer of your competitors, you can figure this out. The positioning statement should be an honest reflection of your product, service, or brand. That was no accident. So you’re tasked with figuring out the brand positioning  statement of your company or the company you work for and don’t know where to begin. 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. Forma works with life science organizations to increase marketing effectiveness and drive revenue, differentiate organizations, focus their messages and align their employee teams. Now it’s your turn to use these brand positioning statement examples to craft your own. The target audience must be narrowly focused. So what’s their formula for a brand positioning statement? Sales consultants to pharmaceutical company sales organizations calling on clinicians (filtered by end consumer). But even with a simple template, writing your brand’s positioning statement is not a trivial task. Here we go. 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. It is private language that acts as a decision-making filter for your public communications. For fun, she enjoys being outdoors by way of rock climbing, hiking, camping, and the occasional surf session. With that said, the goal of your positioning statement is to create 1)credibility and 2)relevance. What they do better: Low prices, good design, and offer almost every type of item you need to furnish your home. In the fictitious MoniTrendz example, the market context is clearly defined as clinical monitor staffing solution for phase I, II or III trials. The challenge is that whether you ask Google or a million people with a marketing degree, there is hardly a consensus on the end-all-be-all definition and formula of a brand positioning statement. And it’s a very powerful statement if A.) David has a Bachelor’s degree in Physics from Swarthmore College and a Master’s degree in Design from NC State University. There is a tendency to define the audience too broadly. All marketing strategies and tactics need a well-constructed positioning statement to help maintain focus. Read on to learn more about what makes a successful brand positioning statement and how you can create one for your business. if your company actually uses this statement to power everything they do. 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 acts as a filter for making decisions about your brand’s marketing activities. They're also great time managers, and all of our projects over the past 9 months have gone very smoothly. To scale upon her core values of never leaving a client hanging or missing a deadline, her very first hire was a project manager. 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. Identify what the second and third steps mean for the experience of your Customer Avatar when they interact with your brand. If not, either your brand is a commodity, or your positioning is not defined specifically enough. Market analysis addresses all of the following factors EXCEPT _____. As covered in the last two issues of this newsletter, positioning defines your brand’s Context, Promise, Personality and Values. This article will address the key attributes of such a statement and provide a template for creating your brand’s own positioning statement. 3. 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. 3. A positioning statement is a climate setter – it establishes the tone of the meeting. Read part 1. The positioning statement acts as a reference document for any branding activity you do at your organization for a new product. The execution of this formula, however, is not simple. These decisions include brand name, the product or … They are actually pretty simple to construct. It helps filter future actions, guiding your brand in making decisions about issues large and small. If your business were a movie, this would be the tagline. How it makes Bridesmaid Beth feel: free and flexible. 1. These … (And having a positioning statement saves you tons of time in the long run.) Just remember to remove the name of your Customer Avatar for public viewing. 2. 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. Once you have gathered your competitors’ positioning statements, perceptual mapping makes it easy to see how you are positioned relative to them. Please note that these benefits and the following reasons to believe are not filters that narrow the target market. In other words, it is a marketing tool. 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. Initially, focus on writing a positioning statement that’s used only internally. A brand positioning statement is a document that’s been created for a business and its brand. Obviously, there are many audiences you ultimately need to reach. And here’s a tip—this statement can and should be used for the main message on the top area of your homepage. The key here is to narrow your focus to the single most important audience – greater specificity in this description will permit greater filtering of the larger universe of all prospects and support more focused communications and more effective outreach. Plus their punny posters in the jet bridge make me snicker. Determine your Customer Avatar (“My what?”). 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. Just kidding. In that sense, your positioning statement should reflect the truth. First, let’s look at the Positioning Statement template and a fictitious example. It also sets the direction of the business, it’s branding and marketing strategies. He was named Best Consultant in the inaugural 2013 BDO Triangle Life Science Awards. 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. Every company says that. Writing your brand’s positioning statement is not a trivial task. Amazon.com used the following positioning statement in 2001: For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. I have noted in parentheses some of the filtering language that you may wish to consider including in your positioning statement: The market context is the target market segment in which the brand competes. Your brand’s positioning should be relevant, unique, credible, clear and stable. It outlines the distinct benefits a company or product offers to a specific type of customer, relative to competitor brands. But even with a simple template, writing your brand’s positioning statement is not a trivial task. Every brand decision should be judged by how well it supports the positioning statement. Elements of a Positioning Statement. Fourth. 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. It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics. So let’s dive in and see examples of the leg work mentioned in steps 1-4 and then apply that to the formula for these brand positioning statement examples below. Good question. So, getting this aspect of your brand’s positioning right is the most important factor in developing a successful statement. 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? Remember, the first to plant the flag can claim the mountain. I’ve seen their marketing campaigns appeal to the weekend warrior, the business traveler, and the friend who always has to fly to the next friend’s destination wedding. To subscribe to this free publication, email us at info@formalifesciencemarketing.com. 3. That’s because, as consumers, we’ve been trained to understand that taglines are inextricably linked to the brands we know. It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics. Now it’s your turn to use these brand positioning statement examples to craft your own. Sample Positioning Statements. lets look at some good positioning statement examples. Crafting a well-thought-out positioning statement takes time; it’s a process of discovery. 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. It is crucial that this benefit – or combination of benefits – be unique. Because this is private language, do not worry about making it sound attractive to your target audience. 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. But they’ve still created one—or many. Download this Brand checklist to be sure. 1. Given the fundamental importance of positioning, how do you go about creating an accurate and useful statement for your life science brand? Here is the Positioning Statement template: Here’s a specific example, based on a fictitious clinical trial staffing company that we’ll call MoniTrendz (and as they say during movie credits, any relationship to any actual company is purely coincidental). Each benefit does not have to be matched up to a specific reason to believe. Note that the positioning statement template used here does not specifically reference the competition. Go through steps 1-4 and fill in the blanks for the brand positioning statement formula. Your brand’s positioning statement is private. They are statements that reflect your unique offering. Your unique benefits should truly be motivating, compelling advantages for the target audience. 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. 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.) Decision makers within start-up companies (filtered by stage of growth) responsible for choosing development partners supplying toxicology services (filtered by function), C-level employees with extensive scientific training (filtered by educational level) who are risk-averse (and whose data is recorded in, Contract manufacturing organization specializing in lyophilization (filtered by specialized services), or, Manufacturer of high-volume diagnostic equipment (filtered by product) for core laboratories, or. In our experience, while it is easy to develop a list of benefits that a brand will supply, it can be very difficult to identify clearly which benefits are unique. We were so happy with our web design from Shovel on a major project that we continued with them on retainer. Every one of your Joe Schmoe friends with a marketing degree (or who has a friend or sister with one) insists that they can give you the correct definition of a brand positioning statement or the formula to positioning your brand. Competitive analysis addresses all of the following factors EXCEPT _____. 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. 1. I’m going to let a company called Digital Marketer do that. Besides being unique, your brand’s positioning statement should be clear, sustainable, relevant to the audience, defensible and authentic (true to your brand’s core character). That just stays with you and your internal team. having a good positioning statement. 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). Let’s call this Customer Avatar Starving Artist Sarah. Clear positioning is absolutely essential if you want to create the proper image in your audiences’ mind. Their Customer Avatar: This one’s a little challenging since virtually anyone can fly with them. Now that you have your brand positioning statement, now what? Do you have all the components of a successful brand? They’re not really positioning themselves against their greatest competitor, Lyft. So what does Uber say they do better? You’ll also want to assign “psychographic” attributes such as life and business goals, values, and pain points. The Customer Avatar experience: accessibility to a well-designed, affordable furnished home. A positioning statement is an expression of how a given product, service or brand fills a particular consumer need in a way that its competitors don’t. 4. Your email address will not be published. Additional examples will be shared and briefly reviewed in future posts. The firm's managerial philosophy C. The public image the firm seeks D. The government regulations the firm must meet How do you write an effective, powerful positioning statement for your life sciences brand? 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. 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.. 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). Digital Marketer teaches digital marketing agencies how to be better digital marketing agencies. 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. A positioning statement provides direction or focuses on your business or organization. The brand positioning statement: (Product Name: IKEA) enables (customer: Starving Artist Sarah) to experience (what: accessibility to a well-designed, affordable furnished home.). The word ‘Quality’ has no place in positioning statements. The positioning statement template is simple – after all, it only contains 4 key aspects that must be customized to each brand’s positioning. For example, your brand may require technological tools to support delivery of your unique benefits. Positioning is about differentiating your brand from your competitors, so the language that describes your positioning is very important. 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. The following is a snippet from The Marketing High Ground. Positioning Statements vs Mission Statements Definition. Why? And you’ll know who these people are by doing this exercise. In deciding among the four general targeting methods,a marketer must consider two factors.These factors are _____. Again, specificity here will help when you later use this positioning statement as a filter for marketing choices. identifies competitors' future positioning A ____________ is composed of a group of buyers who share common characteristics, needs, purchasing behavior, or consumption patterns. These are specific emotions. No part of this document may be reproduced or transmitted without obtaining written permission from Forma Life Science Marketing. A brand positioning statement is a concise version of your mission or vision statement. Tara has worked with high-profile brands such as Sony Online, Lexus, Pantone, Activision, THQ, and Warren Miller. 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. Let's conduct a quick evaluation of this real positioning… It is possible to claim a very broad marketing position, if you do it before your competitors. Further, the specific roles within those companies are specified: those who have decision-making responsibility for clinical monitor staffing. Examples of target audiences for other life science companies could include the following. A positioning statement is a strategic tool used in marketing. Simply saying that you’re “higher quality” doesn’t mean anything. to launch the new product. As you read this positioning statement, see if you can identify the exact aspects of MoniTrendz’ service that makes them unique. 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Inaugural 2013 BDO Triangle Life Science brand remember to remove the name your! What their likely responses might be this describes the target market and spells out what you the..., and comprehensive selection jet bridge make me snicker research ( filtered by revenue size ), Low,. Honest reflection of your homepage, can be even more difficult in a issue! Companies do the opposite of this formula, however, it is crucial that this is! Bridge make me snicker and small EXCEPT: a. a concise version of brand. To her friend’s weddings without breaking the bank authentic and backed up by your brand truly Different position if. Now that you have gathered your competitors’ positioning statements, and all the. Saying that you’re “higher quality” doesn’t mean anything examine each of the company’s for. About your brand ’ s positioning statement is a snippet from the marketing campaigns ads... 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Most firms will claim that they provide Quality products and services from Shovel on major. It helps filter future actions, guiding your brand ’ s degree in Design from Shovel on a major that.

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