Do you have any unique systems or processes that no one else uses? lets look at some good positioning statement examples. But I can change flights without change fees and check free luggage. Then we’ll examine each of the components in turn. The typical answer is “No,” so the claim is not unique. But theyâve still created oneâor many. This works if you have zero to maybe one other competitor. (Product Name: Southwest) enables (customer: Bridesmaid Beth) to experience (what: freedom to fly to her friendâs weddings without breaking the bank.). Go through steps 1-4 and fill in the blanks for the brand positioning statement formula. Initially, focus on writing a positioning statement thatâs used only internally. A brand positioning statement is a concise version of your mission or vision statement. As covered in the last two issues of this newsletter, positioning defines your brand’s Context, Promise, Personality and Values. 1. This describes the target companies, the roles/functions within those companies, and/or the people who fill those roles. 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. Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. Between the internet and the old-fashioned approach of just being a customer of your competitors, you can figure this out. 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. 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. 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. 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. A mission statement should include all of these components EXCEPT: A. Theyâve generated millions of dollars each month from their own internal brands and share how they do it plus their data trends with other marketers. Again, specificity here will help when you later use this positioning statement as a filter for marketing choices. “Quality results” or “quality products” are not unique benefits. So, getting this aspect of your brand’s positioning right is the most important factor in developing a successful statement. Identify what the second and third steps mean for the experience of your Customer Avatar when they interact with your brand. Sure weâve all shed some tears trying to assemble that IKEA TV console that falls apart a year later. Writing your brandâs positioning statement is not a trivial task. 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. So letâs break down their brand position: 1. I love Southwest. As in most marketing activities, this is easier if you clearly understand your target audience, and their attitudes and behaviors related to purchasing. Theyâre not perfect. It helps filter future actions, guiding your brand in making decisions about issues large and small. 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. Basic types of products or services to be offered B. Vice-presidents of research (filtered by title) at companies with annual revenues of $50-100 million (filtered by revenue size). ©2020 Forma Life Science Marketing | All rights reserved. You’ll note that this language is not graceful. Sales consultants to pharmaceutical company sales organizations calling on clinicians (filtered by end consumer). 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 Customer Avatar experience: ease and convenience when a car arrives at his location almost instantly with one tap of a button. 3. It is possible to claim a very broad marketing position, if you do it before your competitors. Your brand’s positioning statement should be authentic and backed up by your brand’s behavior. Don’t worry about this; short, euphonious language is appropriate for touchpoints (taglines, headlines, etc), not for your brand’s positioning statement. The most difficult part of developing your positioning is defining what makes your brand truly different. 1. So Iâm here to finally break the tie and give it to you. Forma distills and communicates complex messages into compelling communications; we make the complex compelling. Your reasons to believe should create a clear link between your brand and the benefits delivered. Letâs call this Customer Avatar Starving Artist Sarah. 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. Their Customer Avatar: IKEA says in their mission statement that theyâre âfor the many peopleâ. 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. A brand positioning statement is a document thatâs been created for a business and its brand. The Brand Promise is the unique benefits available from this brand, and the reasons to believe that the brand offers for this promise. Your brandâs positioning statement is essentially a 40-word elevator âpitchâ that tells someoneâanyoneâwho you are and what you do. Your positioning should be targeted to only a small segment, but will be relevant to others outside that segment as well. 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. 1. Here are some key points that are important to understand as you create a positioning statement. 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). That just stays with you and your internal team. 3 Steps to Writing a Great Positioning Statement That Sells Step 1: Articulate How Your Business Is Different From Your Competition. The target audience must be narrowly focused. 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. 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. So letâs 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. 4. This can be even more difficult in a highly regulated life science market. So, what makes a good positioning statement? Home › White Papers › Crafting a Clear, Effective Positioning Statement for Your Life Science Brand. Identifying what truly makes your brand unique may not come easily – but will be time well spent. Well, they shouldn't be. You want the target audience to think of your company as the top provider of the product or service in this market segment. It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics. To subscribe to this free publication, email us at email@example.com. He is the named inventor on more than forty patents in the US and abroad. Forma Life Science Marketing is a leading marketing firm for life science, companies. Positioning is about differentiating your brand from your competitors, so the language that describes your positioning is very important. Positioning Statement â is the description of the companyâs objectives for a specific strategy.It helps set the business apart from its competition. 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. Specific benefits are better than general benefits. 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. For example, your brand may require technological tools to support delivery of your unique benefits. A positioning statement is a climate setter â it establishes the tone of the meeting. To scale upon her core values of never leaving a client hanging or missing a deadline, her very first hire was a project manager. He has taught at the Kenan-Flagler Business School at UNC-Chapel Hill and at the College of Design at NC State University. They take the time to get to know our business and goals and because of it, they are able to offer great creative direction. No part of this document may be reproduced or transmitted without obtaining written permission from Forma Life Science Marketing. If your business were a movie, this would be the tagline. to launch the new product. having a good positioning statement. He was named Best Consultant in the inaugural 2013 BDO Triangle Life Science Awards. These decisions include brand name, the product or â¦ There is a tendency to define the audience too broadly. 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. Read on to learn more about what makes a successful brand positioning statement and how you can create one for your business. Do you perform your service faster than anyone else? No other competitor should be able to write an identical positioning statement. Every brand decision should be judged by how well it supports the positioning statement. 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 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. 2. 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.). So youâre tasked with figuring out the brand positioningÂ Â statement of your company or the company you work for and donât know where to begin. Sometimes a strategic positioning statement sounds like a tag line or a slogan. if your company actually uses this statement to power everything they do. Again, if you canât answer âyesâ to all of these questions, then circle back and refine your statement until you can. © 2009 Forma Life Science Marketing, Inc. All rights reserved. Itâs pretty simple. 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). Though you wonât 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. (Product Name) enables (customer) to experience (what). If you choose to use these alternate positioning statements, do not overreact to your competition by defining your brand only in terms of what the competition offers or does not offer. Once you have gathered your competitorsâ positioning statements, perceptual mapping makes it easy to see how you are positioned relative to them. He has lectured and presented to numerous groups about various topics in marketing. Crafting a well-thought-out positioning statement takes time; itâs a process of discovery. The numerous tables, charts, scribbles-in-the-margin documents are best thought of as inputs that will guide the development of a positioning statement. In some circumstances, however, it is acceptable to write your positioning statement based upon future events. They'll always be our first choice for web projects. -Michael Coleman, Marketing Director at General Hemp. sites). The Customer Avatar experience: freedom to fly to her friendâs weddings without breaking the bank. Since starting Shovel, Taraâs passion has extended to data and psychology-driven designâdesign that is proven and tested to connect with its audience and drive leads and sales. identifies competitors' future positioning A ____________ is composed of a group of buyers who share common characteristics, needs, purchasing behavior, or consumption patterns. In other words, it is a marketing tool. All marketing strategies and tactics need a well-constructed positioning statement to help maintain focus. If you don’t have a clear sense of your desired positioning, you can’t create effective marketing. Whenever you are facing one of these difficult conversations, strategic use of positioning statements can make the situation much more bearable. There are many possible templates for positioning statements, and in some of them, your brand’s competition may be referenced. They are statements that reflect your unique offering. The following is a snippet from The Marketing High Ground. It also provides you with the opportunity to let the client know your intentions before you discuss anything. 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). 4. Your brand’s positioning statement is NOT your tag line, your elevator pitch or the introductory paragraph on your web site. Because this is private language, do not worry about making it sound attractive to your target audience. Your Customer Avatar is a made-up character of true attributes of your customers. Plus their punny posters in the jet bridge make me snicker. How it makes Bridesmaid Beth feel: free and flexible. If you choose this strategy, consider carefully what this will mean for the future of your brand, as defending your claim may be difficult. The positioning statement should be an honest reflection of your product, service, or brand. 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. Your brand’s positioning should be relevant, unique, credible, clear and stable. In that sense, your positioning statement should reflect the truth. 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. 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. The positioning statement template is simple â after all, it only contains 4 key aspects that must be customized to each brandâs positioning. 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. They are actually pretty simple to construct. But even with a simple template, writing your brandâs positioning statement is not a trivial task. The word ‘Quality’ has no place in positioning statements. Claims of technical superiority (e.g., uses 25% less reagent). Sound intimidating? What they do better: Low fares, no hidden fees (transfarencyÂ®), free checked bags, and no change fees. Brand Positioning Statement Examples. 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. Clear positioning is absolutely essential if you want to create the proper image in your audiences’ mind. Your brand’s positioning statement is private. Your email address will not be published. Download this Brand checklist to be sure. Read below for a three-step process anyone can use to write a great positioning statement for your products. Competitive analysis addresses all of the following factors EXCEPT _____. They will also tend to be more unique. Even experienced marketers struggle with this and prior practice definitely helps. But for some reason, we keep going backâhook, line, and sinker. Your brand’s positioning statement is strategic in nature. The Brand Context consists of the target audience and the target market – the context in which the brand finds life. The thing is, most companies do the opposite of this by focusing on themselves in their statement. Sample Positioning Statements. 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. Instead, its purpose is to help guide all your and your staffâs activities associated with a specific target customer group. 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Describes your positioning statement is essentially a 40-word elevator âpitchâ that tells someoneâanyoneâwho you are what... Taken together, the roles/functions within those companies, the goal of your Customer Avatar experience: accessibility a. Aspect of your unique benefits tone of the product or service connect the. Please note that the positioning statement should include all of a positioning statement is a document thatâs created... Was named best Consultant in the last two issues of a good positioning statement addresses all of these except newsletter, positioning defines your ’. Finally break the tie and give it to you a successful statement to them or slogan!
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