a good positioning statement addresses all of these except
It helps filter future actions, guiding your brand in making decisions about issues large and small. Tara has worked with high-profile brands such as Sony Online, Lexus, Pantone, Activision, THQ, and Warren Miller. © 2009 Forma Life Science Marketing, Inc. All rights reserved. The positioning statement should be approached from the point of view of your target audience. 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. Do you perform your service faster than anyone else? Every company says that. Your email address will not be published. Given the fundamental importance of positioning, how do you go about creating an accurate and useful statement for your life science brand? And youâll know who these people are by doing this exercise. A good positioning statement is a guidepost for your marketing efforts. This can be even more difficult in a highly regulated life science market. The template I’ll use in this paper will cover the Brand Context and the Brand Promise. What is a Positioning Statement. 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. 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. The positioning statement template is simple â after all, it only contains 4 key aspects that must be customized to each brandâs positioning. Identifying what truly makes your brand unique may not come easily – but will be time well spent. 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. Now itâs your turn to use these brand positioning statement examples to craft your own. Fourth. Theyâre not perfect. So Iâm here to finally break the tie and give it to you. Sound intimidating? Forma Life Science Marketing is a leading marketing firm for life science, companies. Specific benefits are better than general benefits. He was named Best Consultant in the inaugural 2013 BDO Triangle Life Science Awards. 8 Examples of Successful Brand Positioning Statements Typically, when you look at a consumer-facing ad, youâre seeing the brandâs tagline and/or current marketing message. Identify what the second and third steps mean for the experience of your Customer Avatar when they interact with your brand. Go through steps 1-4 and fill in the blanks for the brand positioning statement formula. How do you write an effective, powerful positioning statement for your life sciences brand? A positioning statement is a climate setter â it establishes the tone of the meeting. Again, specificity here will help when you later use this positioning statement as a filter for marketing choices. 4. Just kidding. That just stays with you and your internal team. Trying to condense everything thatâs good and unique about your company into this one statement may feel contrived and impossible. The positioning statement should be an honest reflection of your product, service, or brand. Why? Your brand’s positioning statement is a road map for marketing activities. Youâll also want to assign âpsychographicâ attributes such as life and business goals, values, and pain points. Let's conduct a quick evaluation of this real positioningâ¦ So, what makes a good positioning statement? Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. 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. But when you look at the photos on their website or take note of fellow shoppers while penciling in your aisle number, youâll notice that itâs a lot of college students and young(er) adults trying to find an affordable, yet stylish piece of furniture. Brand Positioning Statement Examples. This could be narrowed further by using additional constraints, such as geography (e.g., European), therapeutic areas (e.g., oncology and cardiology), or total size (e.g., trials with more than 50 P.I. Instead, its purpose is to help guide all your and your staffâs activities associated with a specific target customer group. “Quality results” or “quality products” are not unique benefits. Positioning is your brand’s DNA. The positioning statement acts as a reference document for any branding activity you do at your organization for a new product. As in most marketing activities, this is easier if you clearly understand your target audience, and their attitudes and behaviors related to purchasing. 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. Read on to learn more about what makes a successful brand positioning statement and how you can create one for your business. The execution of this formula, however, is not simple. The thing is, most companies do the opposite of this by focusing on themselves in their statement. So, getting this aspect of your brand’s positioning right is the most important factor in developing a successful statement. If you don’t have a clear sense of your desired positioning, you can’t create effective marketing. Letâs just call her Bridesmaid Beth. David has authored articles published by Life Science Leader, Impact, and PharmaExec magazines and MedAd News. 1. Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. They'll always be our first choice for web projects. In the future, you [â¦] And hereâs a tipâthis statement can and should be used for the main message on the top area of your homepage. If not, either your brand is a commodity, or your positioning is not defined specifically enough. you do the leg work to get you there and B.) Claims of technical superiority (e.g., uses 25% less reagent). It also provides you with the opportunity to let the client know your intentions before you discuss anything. All marketing strategies and tactics need a well-constructed positioning statement to help maintain focus. David has a Bachelor’s degree in Physics from Swarthmore College and a Master’s degree in Design from NC State University. Required fields are marked *. 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. because Monitrendz has two decades of experience in business, and a roster of satisfied clients (the reasons to believe). 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. Here we go. It helps you maintain focus on your branâ¦ And hereâs a tipâthis statement can and should be used for the main message on the top area of your homepage. Good question. Clear positioning is absolutely essential if you want to create the proper image in your audiences’ mind. Note that the positioning statement template used here does not specifically reference the competition. Download this Brand checklist to be sure. They are statements that reflect your unique offering. Now itâs your turn to use these brand positioning statement examples to craft your own. The Marketing of Science is published by Forma Life Science Marketing approximately ten times per year. 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. 4. 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. They take the time to get to know our business and goals and because of it, they are able to offer great creative direction. 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 donât. 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. For this character, youâll want to assign âdemographicâ attributes such as job title, gender, education level, salary, family status, blogs frequented, favorite books/magazines, etc. to launch the new product. Again, if you canât answer âyesâ to all of these questions, then circle back and refine your statement until you can. The Brand Promise is the unique benefits available from this brand, and the reasons to believe that the brand offers for this promise. She also enjoys singing and playing her guitar. He has taught at the Kenan-Flagler Business School at UNC-Chapel Hill and at the College of Design at NC State University. The same goes for customer-viewable presentations and whitepapers. 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. 2. Your brand’s positioning should be relevant, unique, credible, clear and stable. A good positioning statement is a guiâ¦ It is crucial that this benefit – or combination of benefits – be unique. 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. The statement will generally be an internal document, although it should be used as a guide to ensure all content is consistent. She is also committed to leadership and supporting her team. These are specific emotions. Positioning Statements vs Mission Statements Definition. The word ‘Quality’ has no place in positioning statements. Positioning statement is important as it helps the product or service connect with the customer. Examples of target audiences for other life science companies could include the following. A brand positioning statement is a document thatâs been created for a business and its brand. How it makes City Sam feel: in control, at ease, and safe. How it makes Starving Artist Sarah feel: stylish and included. Whether you have extensive practice or not, I’ll provide a template in this article that can serve as a starting point for your positioning statement. Youâre truly going to need to know the âwhatâ of what your competitors provide and what you provide and who does what best. Your unique benefits should truly be motivating, compelling advantages for the target audience. 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. He is the named inventor on more than forty patents in the US and abroad. What they do better: Keep in mind that Uber positions themselves against the alternative of them being thereâlike taxis, walking, and driving yourself. 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.). It is possible to claim a very broad marketing position, if you do it before your competitors. 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. The firm's managerial philosophy C. The public image the firm seeks D. The government regulations the firm must meet I would go beyond just âsadâ or âhappyâ, unless those truly are the most specific, descriptive emotions that are a result of your services/product offerings. The brand positioning statement: (Product Name: IKEA) enables (customer: Starving Artist Sarah) to experience (what: accessibility to a well-designed, affordable furnished home.). Positioning Statement â is the description of the companyâs objectives for a specific strategy.It helps set the business apart from its competition. Their Customer Avatar: IKEA says in their mission statement that theyâre âfor the many peopleâ. Though this statement isn't directly included in advertising messages, it â¦ The numerous tables, charts, scribbles-in-the-margin documents are best thought of as inputs that will guide the development of a positioning statement. Further, the specific roles within those companies are specified: those who have decision-making responsibility for clinical monitor staffing. if your company actually uses this statement to power everything they do. 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