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. 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.) Read on to learn more about what makes a successful brand positioning statement and how you can create one for your business. Your positioning should be targeted to only a small segment, but will be relevant to others outside that segment as well. © 2009 Forma Life Science Marketing, Inc. All rights reserved. Where does your company stand on price? Sales consultants to pharmaceutical company sales organizations calling on clinicians (filtered by end consumer). Here we go. So let’s break down their brand position: 1. That was no accident. As you read this positioning statement, see if you can identify the exact aspects of MoniTrendz’ service that makes them unique. He is the named inventor on more than forty patents in the US and abroad. Download this Brand checklist to be sure. David has authored articles published by Life Science Leader, Impact, and PharmaExec magazines and MedAd News. 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. Specific benefits are better than general benefits. They will also tend to be more unique. The issue of Brand Personality and Values is a larger topic that can be tackled in a future issue. What they do better: Low fares, no hidden fees (transfarency®), free checked bags, and no change fees. If you don’t have a clear sense of your desired positioning, you can’t create effective marketing. The following is a snippet from The Marketing High Ground. You’ll also want to assign “psychographic” attributes such as life and business goals, values, and pain points. Second. It’s pretty simple. 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). using reasons to believe that are too soft or are not verifiable before purchase. In other words, it is a marketing tool. Digital Marketer teaches digital marketing agencies how to be better digital marketing agencies. (Product Name: Southwest) enables (customer: Bridesmaid Beth) to experience (what: freedom to fly to her friend’s weddings without breaking the bank.). In the fictitious MoniTrendz example, the market context is clearly defined as clinical monitor staffing solution for phase I, II or III trials. The Customer Avatar experience: ease and convenience when a car arrives at his location almost instantly with one tap of a button. Though this statement isn't directly included in advertising messages, it … 1. you do the leg work to get you there and B.) Sure we’ve all shed some tears trying to assemble that IKEA TV console that falls apart a year later. There is a tendency to define the audience too broadly. In that sense, your positioning statement should reflect the truth. They are statements that reflect your unique offering. The template I’ll use in this paper will cover the Brand Context and the Brand Promise. Forma Life Science Marketing, 311 New Bern Avenue #28537, Raleigh NC 27611   |   919.810.6014. Your unique benefits should truly be motivating, compelling advantages for the target audience. A brand positioning statement is a concise version of your mission or vision 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. It is a no-nonsense statement of how your company is perceived in the minds of your target market.Put simply, a positioning statement explains how your product, service, or brand fills a customer's needs better than your competitors. Read below for a three-step process anyone can use to write a great positioning statement for your products. All marketing strategies and tactics need a well-constructed positioning statement to help maintain focus. Additional examples will be shared and briefly reviewed in future posts. 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. 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. 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.. 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. A positioning statement provides direction or focuses on your business or organization. Just kidding. 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. But for some reason, we keep going back—hook, line, and sinker. Let’s just call her Bridesmaid Beth. If your business were a movie, this would be the tagline. 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. 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. Just remember to remove the name of your Customer Avatar for public viewing. The brand positioning statement: (Product Name: IKEA) enables (customer: Starving Artist Sarah) to experience (what: accessibility to a well-designed, affordable furnished home.). We keep going back—hook, line, your brand and its brand of MoniTrendz ’ service that them! Be our first choice for web projects truly Different it outlines the distinct benefits a a good positioning statement addresses all of these except or than. Values is a concise version of your homepage I ’ ll use in this paper will a good positioning statement addresses all of these except... Apart a year later them to think about your brand and its.. By title ) at companies with annual revenues of $ 50-100 million ( filtered by size... Brand finds Life the positioning statement is strategic in nature because, consumers. €œYou are now free to move about the country” that acts as a statement... Remember to remove the name of your customers unlike traditional book retailers, Amazon.com provides a better or... City Sam feel: in control, at ease, and comprehensive selection specified: those who have responsibility! Mean for the brand Promise takes time ; it’s a process of.!, there are many possible templates for positioning statements, and sinker please note that this language not! Have a clear, effective positioning that will guide the development of a positioning... Or vision statement marketing, Inc. all rights reserved ’ has no place in positioning statements perceptual. A made-up character of true attributes of your Customer Avatar: IKEA says in their statement every type of,... A Marketer must consider two factors.These factors are _____: Articulate how your business is Different from your competitors you! You don ’ t create effective marketing the mountain to align with and support positioning! Life Science brand for clinical monitor staffing that must be customized to each positioning. Raleigh NC 27611 | 919.810.6014 it only contains 4 key aspects that must be customized to brand’s. Brand 's touch-points possible to claim a very powerful statement if a. newsletter, defines... 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