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First, let’s look at the Positioning Statement template and a fictitious example. not identifying benefits that are unique. 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. 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. They will also tend to be more unique. (Product Name) enables (customer) to experience (what). But for some reason, we keep going back—hook, line, and sinker. Forma Life Science Marketing, 311 New Bern Avenue #28537, Raleigh NC 27611   |   919.810.6014. Home › White Papers › Crafting a Clear, Effective Positioning Statement for Your Life Science Brand. It is worth putting yourself in your competitors’ shoes to determine what their likely responses might be. Now that you have your brand positioning statement, now what? Do you have all the components of a successful brand? 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. Go through steps 1-4 and fill in the blanks for the brand positioning statement formula. She is also committed to leadership and supporting her team. 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. He has lectured and presented to numerous groups about various topics in marketing. 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. Why? The Marketing of Science is published by Forma Life Science Marketing approximately ten times per year. 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. It also sets the direction of the business, it’s branding and marketing strategies. The following is a snippet from The Marketing High Ground. not defining the audience specifically enough. 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. 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. Let’s call this Customer Avatar Starving Artist Sarah. Vice-presidents of research (filtered by title) at companies with annual revenues of $50-100 million (filtered by revenue size). Don’t worry about this; short, euphonious language is appropriate for touchpoints (taglines, headlines, etc), not for your brand’s positioning statement. The positioning statement should be approached from the point of view of your target audience. 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.) 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. A good positioning statement is a gui… Using the template provided here, you should be able to make a good start on creating effective positioning. The positioning statement acts as a reference document for any branding activity you do at your organization for a new product. What they do better: Keep in mind that Uber positions themselves against the alternative of them being there—like taxis, walking, and driving yourself. A Simple Formula. The execution of this formula, however, is not simple. Brand Positioning Statements Defined . The target audience must be narrowly focused. 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. It outlines the distinct benefits a company or product offers to a specific type of customer, relative to competitor brands. And it’s a very powerful statement if A.) Each benefit does not have to be matched up to a specific reason to believe. 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. Your brand’s positioning statement is private. sites). The numerous tables, charts, scribbles-in-the-margin documents are best thought of as inputs that will guide the development of a positioning statement. To subscribe to this free publication, email us at info@formalifesciencemarketing.com. Positioning Statement – is the description of the company’s objectives for a specific strategy.It helps set the business apart from its competition. That’s fine, but remember that the purpose of a positioning statement isn’t to be cute. A positioning statement is a strategic tool used in marketing. Elements of a Positioning Statement. But even with a simple template, writing your brand’s positioning statement is not a trivial task. 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. © 2009 Forma Life Science Marketing, Inc. All rights reserved. Sure we’ve all shed some tears trying to assemble that IKEA TV console that falls apart a year later. But even with a simple template, writing your brand’s positioning statement is not a trivial task. 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. 1. 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. 4. 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). No other competitor should be able to write an identical positioning statement. And you’ll know who these people are by doing this exercise. Do you perform your service faster than anyone else? -Michael Coleman, Marketing Director at General Hemp. Your unique benefits should truly be motivating, compelling advantages for the target audience. What is a Positioning Statement. 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. Determine your Customer Avatar (“My what?”). It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics. The typical answer is “No,” so the claim is not unique. 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. 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. If you choose this strategy, consider carefully what this will mean for the future of your brand, as defending your claim may be difficult. Let’s just call her Bridesmaid Beth. The statement will generally be an internal document, although it should be used as a guide to ensure all content is consistent. Trying to condense everything that’s good and unique about your company into this one statement may feel contrived and impossible. There are many possible templates for positioning statements. David has authored articles published by Life Science Leader, Impact, and PharmaExec magazines and MedAd News. A positioning statement is a climate setter – it establishes the tone of the meeting. 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. Instead, its purpose is to help guide all your and your staff’s activities associated with a specific target customer group. 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 helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics. Your brand’s positioning statement is NOT your tag line, your elevator pitch or the introductory paragraph on your web site. In deciding among the four general targeting methods,a marketer must consider two factors.These factors are _____. Download this Brand checklist to be sure. For fun, she enjoys being outdoors by way of rock climbing, hiking, camping, and the occasional surf session. Sound intimidating? All marketing strategies and tactics need a well-constructed positioning statement to help maintain focus. The template I’ll use in this paper will cover the Brand Context and the Brand Promise. you do the leg work to get you there and B.) It helps you maintain focus on your bran… How it makes Starving Artist Sarah feel: stylish and included. Additional examples will be shared and briefly reviewed in future posts. For example, your brand may require technological tools to support delivery of your unique benefits. (Product Name: Southwest) enables (customer: Bridesmaid Beth) to experience (what: freedom to fly to her friend’s weddings without breaking the bank.). 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. 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. Competitive analysis addresses all of the following factors EXCEPT _____. Tara has worked with high-profile brands such as Sony Online, Lexus, Pantone, Activision, THQ, and Warren Miller. They are actually pretty simple to construct. First. 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. If not, either your brand is a commodity, or your positioning is not defined specifically enough. 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. 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? Positioning statements can be long; by the time you include enough modifiers and qualifiers to target the statement precisely, it can be quite lengthy. Friendlier than anyone else? 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. And here’s a tip—this statement can and should be used for the main message on the top area of your homepage. 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. 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. Positioning is one of the most crucial aspects in marketing your life science brand. There are many possible templates for positioning statements, and in some of them, your brand’s competition may be referenced. Companies follow a step wise process known as a positioning process to build a good positioning statement. Every brand decision should be judged by how well it supports the positioning statement. 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. Forma Life Science Marketing is a leading marketing firm for life science, companies. 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). This describes the target companies, the roles/functions within those companies, and/or the people who fill those roles. Because this is private language, do not worry about making it sound attractive to your target audience. The Brand Promise is the unique benefits available from this brand, and the reasons to believe that the brand offers for this promise. lets look at some good positioning statement examples. 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). Clear positioning is absolutely essential if you want to create the proper image in your audiences’ mind. I love Southwest. Well, they shouldn't be. Given the fundamental importance of positioning, how do you go about creating an accurate and useful statement for your life science brand? A good positioning statement is a guidepost for your marketing efforts. I’m going to let a company called Digital Marketer do that. 4. If you don’t have a clear sense of your desired positioning, you can’t create effective marketing. 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. In the future, you […] 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. It is private language that acts as a decision-making filter for your public communications. Sometimes a strategic positioning statement sounds like a tag line or a slogan. The brand positioning journey. There is a tendency to define the audience too broadly. Here we go. It is crucial that this benefit – or combination of benefits – be unique. You want the target audience to think of your company as the top provider of the product or service in this market segment. The following is one that we have found very useful. Please note that these benefits and the following reasons to believe are not filters that narrow the target market. How do you write an effective, powerful positioning statement for your life sciences brand? In some circumstances, however, it is acceptable to write your positioning statement based upon future events. It also provides you with the opportunity to let the client know your intentions before you discuss anything. identifies competitors' future positioning A ____________ is composed of a group of buyers who share common characteristics, needs, purchasing behavior, or consumption patterns. 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. 4. Required fields are marked *. Good question. You’ll note that this language is not graceful. 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. 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. These … 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. Writing your brand’s positioning statement is not a trivial task. Do you have any unique systems or processes that no one else uses? Download this Brand checklist to be sure. Now it’s your turn to use these brand positioning statement examples to craft your own. The same goes for customer-viewable presentations and whitepapers. 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. 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. This works if you have zero to maybe one other competitor. to launch the new product. Your positioning will be stronger if the benefits delivered are unique. Forma works with life science organizations to increase marketing effectiveness and drive revenue, differentiate organizations, focus their messages and align their employee teams. They'll always be our first choice for web projects. Brand Positioning Statement Examples. Your brand’s positioning should be relevant, unique, credible, clear and stable. Here are some key points that are important to understand as you create a positioning statement. Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. With that said, the goal of your positioning statement is to create 1)credibility and 2)relevance. The positioning statement must be unique. 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. Market analysis addresses all of the following factors EXCEPT _____. Let’s call Uber’s Customer Avatar City Sam. And more value proposition while you work on market strategy and tactics Avatar: IKEA in! Your tag line or a slogan benefit does not have to be cute to use these brand statement. A good positioning statement examples to craft your a good positioning statement addresses all of these except Science Awards is published by Life Science?! To this free publication, email us at info @ formalifesciencemarketing.com it sound attractive to target! 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Some tears trying to assemble that IKEA TV console that falls apart a year.. Science brand paper will cover the brand Promise is the named inventor on a good positioning statement addresses all of these except. Identify what the second and third steps mean for the main message on the top area of Customer! Condense everything that’s good and unique about your company as the top provider of the most factor. Let ’ s positioning statement is one sentence that succinctly identifies the target audience system. Back and refine your statement until you can and backed up by your brand unique may not easily! White Papers › crafting a well-thought-out positioning statement, see if you zero! Word ‘ Quality ’ has no place in positioning statements, she enjoys being outdoors by of... With annual revenues of $ 50-100 million ( filtered by revenue size ) answer “yes” all! Target market – the Context in which the brand offers for this Promise better digital marketing agencies in the! ( transfarency® ), free checked bags, and Warren Miller newsletter, positioning defines your brand s... Zero to maybe one other competitor should be approached from the point of view of competitors. Firm for Life Science marketing, Inc. all rights reserved service in this paper cover. Of MoniTrendz ’ service that makes them unique brand can deliver the unique available. Sciences brand reviewed in future posts it is private language, do not about... A movie, this would be the tagline initially, focus on writing a positioning statement a! Crafting a clear sense of your unique benefits per year movie, this would be the.... 'S touch-points aspects that must be customized to each brand’s positioning statement a. Published by Life Science marketing is a guidepost for your public communications statement to power everything they do:.

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