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In deciding among the four general targeting methods,a marketer must consider two factors.These factors are _____. Forma Life Science Marketing, 311 New Bern Avenue #28537, Raleigh NC 27611   |   919.810.6014. You’ll also want to assign “psychographic” attributes such as life and business goals, values, and pain points. 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. But it’s not impossible. A good positioning statement is a gui… He is the named inventor on more than forty patents in the US and abroad. It is crucial that this benefit – or combination of benefits – be unique. But they’ve still created one—or many. For example, your brand may require technological tools to support delivery of your unique benefits. 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. A Simple Formula. Basic types of products or services to be offered B. These … Required fields are marked *. 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. If you don’t have a clear sense of your desired positioning, you can’t create effective marketing. The statement will generally be an internal document, although it should be used as a guide to ensure all content is consistent. Writing your brand’s positioning statement is not a trivial task. Their Customer Avatar: This one’s a little challenging since virtually anyone can fly with them. because Monitrendz has two decades of experience in business, and a roster of satisfied clients (the reasons to believe). Identifying what truly makes your brand unique may not come easily – but will be time well spent. 3. Here are some key points that are important to understand as you create a positioning statement. 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. 3 Steps to Writing a Great Positioning Statement That Sells Step 1: Articulate How Your Business Is Different From Your Competition. A positioning statement is a strategic tool used in marketing. The Brand Promise is the unique benefits available from this brand, and the reasons to believe that the brand offers for this promise. Obviously, there are many audiences you ultimately need to reach. How it makes Bridesmaid Beth feel: free and flexible. 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. not defining the audience specifically enough. 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. Friendlier than anyone else? (And having a positioning statement saves you tons of time in the long run.) In the future, you […] to launch the new product. Since the target audience and market context are typically the same for most of your competitors (though they, too, can provide opportunities to carve out a distinctive position), either the benefits delivered or the reasons to believe must be unique. A mission statement should include all of these components EXCEPT: A. Let’s call this Customer Avatar Starving Artist Sarah. That was no accident. Just kidding. Well, they shouldn't be. Note that the positioning statement template used here does not specifically reference the competition. 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. If you choose this strategy, consider carefully what this will mean for the future of your brand, as defending your claim may be difficult. 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. 1. The firm's managerial philosophy C. The public image the firm seeks D. The government regulations the firm must meet What is a Positioning Statement. 2. 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. A good positioning statement is a guidepost for your marketing efforts. This article will address the key attributes of such a statement and provide a template for creating your brand’s own positioning statement. using reasons to believe that are too soft or are not verifiable before purchase. Positioning is your brand’s DNA. Sales consultants to pharmaceutical company sales organizations calling on clinicians (filtered by end consumer). The brand positioning journey. Their Customer Avatar: IKEA says in their mission statement that they’re “for the many people”. Positioning Statements vs Mission Statements Definition. Your email address will not be published. Brand Positioning Statements Defined . Forma Life Science Marketing is a leading marketing firm for life science, companies. Let’s call Uber’s Customer Avatar City Sam. David Chapin is author of the book “The Marketing of Science: Making the Complex Compelling,” available now from Rockbench Press and on Amazon. So I’m here to finally break the tie and give it to you. For fun, she enjoys being outdoors by way of rock climbing, hiking, camping, and the occasional surf session. Sure we’ve all shed some tears trying to assemble that IKEA TV console that falls apart a year later. Here we go. Identify what the second and third steps mean for the experience of your Customer Avatar when they interact with your brand. Now that you have your brand positioning statement, now what? Do you have all the components of a successful brand? She also enjoys singing and playing her guitar. Whenever you are facing one of these difficult conversations, strategic use of positioning statements can make the situation much more bearable. First. if your company actually uses this statement to power everything they do. You would no more share your positioning statement with your audience or your competitors than you would share the details of your business plan. So let’s wrap this up into our simple brand positioning formula. 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. Your unique benefits should truly be motivating, compelling advantages for the target audience. That’s because, as consumers, we’ve been trained to understand that taglines are inextricably linked to the brands we know. © 2009 Forma Life Science Marketing, Inc. All rights reserved. Let’s just call her Bridesmaid Beth. You’re truly going to need to know the “what” of what your competitors provide and what you provide and who does what best. That just stays with you and your internal team. So what’s their formula for a brand positioning statement? Brand Positioning Statement Examples. 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. 4. It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics. How it makes City Sam feel: in control, at ease, and safe. The template I’ll use in this paper will cover the Brand Context and the Brand Promise. (Product Name) enables (customer) to experience (what). David serves on the board of NCBio. 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. But I can change flights without change fees and check free luggage. There are many possible templates for positioning statements. With that said, the goal of your positioning statement is to create 1)credibility and 2)relevance. They’re not perfect. Each benefit does not have to be matched up to a specific reason to believe. And it’s a very powerful statement if A.) A positioning statement is a climate setter – it establishes the tone of the meeting. In that sense, your positioning statement should reflect the truth. 1. It is possible to claim a very broad marketing position, if you do it before your competitors. 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. 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. Now it’s your turn to use these brand positioning statement examples to craft your own. 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). Please note that these benefits and the following reasons to believe are not filters that narrow the target market. And you’ll know who these people are by doing this exercise. Positioning statement is important as it helps the product or service connect with the customer. 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. 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). Initially, focus on writing a positioning statement that’s used only internally. Simply saying that you’re “higher quality” doesn’t mean anything. David has a Bachelor’s degree in Physics from Swarthmore College and a Master’s degree in Design from NC State University. Trying to condense everything that’s good and unique about your company into this one statement may feel contrived and impossible. Why? Your reasons to believe should create a clear link between your brand and the benefits delivered. 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. Your Customer Avatar is a made-up character of true attributes of your customers. Market analysis addresses all of the following factors EXCEPT _____. There is a tendency to define the audience too broadly. And here’s a tip—this statement can and should be used for the main message on the top area of your homepage. No other competitor should be able to write an identical positioning statement. Positioning is about differentiating your brand from your competitors, so the language that describes your positioning is very important. But for some reason, we keep going back—hook, line, and sinker. lets look at some good positioning statement examples. Your brand’s positioning statement is private. As in most marketing activities, this is easier if you clearly understand your target audience, and their attitudes and behaviors related to purchasing. Sample Positioning Statements. Your email address will not be published. Do you remember Southwest’s old slogan “You are now free to move about the country”? 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. 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.). 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. Every brand decision should be judged by how well it supports the positioning statement. 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). He has lectured and presented to numerous groups about various topics in marketing. Every company says that. In the fictitious MoniTrendz example, the market context is clearly defined as clinical monitor staffing solution for phase I, II or III trials. So let’s break down their brand position: 1. Then we’ll examine each of the components in turn. It also sets the direction of the business, it’s branding and marketing strategies. It outlines the distinct benefits a company or product offers to a specific type of customer, relative to competitor brands. Now I know what you're asking, "If I don't talk about my business how will the customer know anything about me?" Let's conduct a quick evaluation of this real positioning… -Michael Coleman, Marketing Director at General Hemp. 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. 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. 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. The Customer Avatar experience: freedom to fly to her friend’s weddings without breaking the bank. Go through steps 1-4 and fill in the blanks for the brand positioning statement formula. What they do better: Low fares, no hidden fees (transfarency®), free checked bags, and no change fees. Most firms will claim that they provide quality products and services. The issue of Brand Personality and Values is a larger topic that can be tackled in a future issue. First, let’s look at the Positioning Statement template and a fictitious example. Plus their punny posters in the jet bridge make me snicker. 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. Though it may read like something from your promotional materials, your positioning statement is an internal tool. It’s pretty simple. The positioning statement template is simple – after all, it only contains 4 key aspects that must be customized to each brand’s positioning. 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. 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. Competitive analysis addresses all of the following factors EXCEPT _____. A brand positioning statement is a document that’s been created for a business and its brand. He has taught at the Kenan-Flagler Business School at UNC-Chapel Hill and at the College of Design at NC State University. Your brand’s positioning statement is strategic in nature. Fourth. The following is one that we have found very useful. Again, specificity here will help when you later use this positioning statement as a filter for marketing choices. These are specific emotions. having a good positioning statement. Between the internet and the old-fashioned approach of just being a customer of your competitors, you can figure this out. Vice-presidents of research (filtered by title) at companies with annual revenues of $50-100 million (filtered by revenue size). Third. ©2020 Forma Life Science Marketing   |   All rights reserved. You’ll note that this language is not graceful. Specific benefits are better than general benefits. David has authored articles published by Life Science Leader, Impact, and PharmaExec magazines and MedAd News. How it makes Starving Artist Sarah feel: stylish and included. Forma distills and communicates complex messages into compelling communications; we make the complex compelling. What they do better: Low prices, good design, and offer almost every type of item you need to furnish your home. Again, if you can’t answer “yes” to all of these questions, then circle back and refine your statement until you can. Your brand’s positioning should be relevant, unique, credible, clear and stable. 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. The word ‘Quality’ has no place in positioning statements. Just remember to remove the name of your Customer Avatar for public viewing. 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. Positioning statements can be long; by the time you include enough modifiers and qualifiers to target the statement precisely, it can be quite lengthy. Now it’s your turn to use these brand positioning statement examples to craft your own. Read part 1. 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. Given the fundamental importance of positioning, how do you go about creating an accurate and useful statement for your life science brand? Positioning is one of the most crucial aspects in marketing your life science brand. Where does your company stand on price? 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. Forma works with life science organizations to increase marketing effectiveness and drive revenue, differentiate organizations, focus their messages and align their employee teams. What they do better: Keep in mind that Uber positions themselves against the alternative of them being there—like taxis, walking, and driving yourself. Your positioning will be stronger if the benefits delivered are unique. 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. 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.. 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. Fabulously Healthy is a fitness studio that offers one-on-one personal training and a variety of exercise classes to adults of all ages and fitness levels in the Brickton area. Don’t worry about this; short, euphonious language is appropriate for touchpoints (taglines, headlines, etc), not for your brand’s positioning statement. 2. Further, the specific roles within those companies are specified: those who have decision-making responsibility for clinical monitor staffing. Even experienced marketers struggle with this and prior practice definitely helps. Determine your Customer Avatar (“My what?”). (Product Name: Southwest) enables (customer: Bridesmaid Beth) to experience (what: freedom to fly to her friend’s weddings without breaking the bank.). The execution of this formula, however, is not simple. But even with a simple template, writing your brand’s positioning statement is not a trivial task. We were so happy with our web design from Shovel on a major project that we continued with them on retainer. 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). Tara has worked with high-profile brands such as Sony Online, Lexus, Pantone, Activision, THQ, and Warren Miller. So, getting this aspect of your brand’s positioning right is the most important factor in developing a successful statement. 4. As you read this positioning statement, see if you can identify the exact aspects of MoniTrendz’ service that makes them unique. Remember, the first to plant the flag can claim the mountain. not identifying benefits that are unique. So what does Uber say they do better? More details of this positioning statement example, including many others, can be found in the book. Good question. Download this Brand checklist to be sure. 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. 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. A company called digital Marketer teaches digital marketing agencies brand’s positioning statement is one that we have found useful! Template I ’ ll use in this market segment else uses your competition us and abroad has taught at positioning... Bridge make me snicker choice for web projects the details of your product, service, or brand see. Statement – is the brand can deliver the unique benefits too broadly … a positioning template... 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