Positioning can be considered as the DNA of your life science brand. It’s the private language, which serves as the filter for making decisions for your brand’s public communications. Considering how important positioning is, how would you proceed to craft a clear, solid and effective positioning statement for your brand?
A positioning statement comprises a few core attributes. Here, I would be discussing those attributes briefly, so that you can get an understanding of what exactly your positioning statement should have. I would also be offering a template to help you create your brand’s individual positioning statement.
But before moving on to these attributes, let’s get a better understanding of what a positioning statement is.
The purpose of a positioning statement is to define clearly the position of your brand. To be clearer, it defines the “space” in the consciousness of your audience, which you want to be occupied by your brand solely. Positioning is all about distinguishing your life science brand from that of your competitors. Hence, you need to pay heed to the language describing your positioning.
TEMPLATE FOR POSITIONING STATEMENT:
You can find many templates for creating positioning statement. The one I am providing here, can prove to be quite useful.
Positioning outlines a brand’s Values, Personality, Promise and Context. Brand Context refers to the target market and target audience – the context where a brand finds its life. Brand Promise refers to what unique benefits a brand offers. It covers what benefits would your customers get by choosing you, and why customers should believe that they can avail the benefits once they choose you.
The template provided here covers Brand Promise and Brand Context.
Positioning Statement Template:
For [target audience] Brand XYZ is the only [market context] that [unique benefits offered] because [reasons to believe].
Note that the purpose of this language is internal consumption only. This statement wouldn’t be used in external communications with audiences, but it would serve as a filter at the time of making decisions internally about the external activities of marketing.
ATTRIBUTES OF POSITIONING STATEMENT:
Let’s now get an insight into the different components in the positioning statement:
1. Target Audience:
Your target audience is your core prospect’s focused, clear description. It outlines the target companies, functions and roles within the companies, or/and the people playing those roles. There are certainly many audiences your brand needs to reach ultimately. Here, the key is narrowing down your attention to the most important audience.
More specific is the description of your target audience, better would your prospects be filtered. This would encourage communications that are focused more, and lead to an outreach that is more effective.
2. Market Context:
The segment of your target market in which your brand competes, is your market context. Your aim is making your target audience think that your brand is the topmost provider of services or products in this specific market segment. Once again, it’s important to be specific here, when the positioning statement is employed later as a filter to make marketing decisions.
3. Unique Benefits:
Unique benefit is one or multiple benefits offered by a brand. If you are able to provide you customers with benefits that they can avail solely from your company, your business would also get several benefits in the process. Such a distinction would let you ask for a higher price while enhancing customer loyalty. It’s important to have the benefit (or multiple benefits) unique.
4. Reasons to Believe:
Reasons to believe refer to the proofs that show that the benefits promised by the brand can be delivered by it. Such proofs need to be verifiable, prior to purchases made by prospects, i.e., you needn’t be a customer already for verifying the “reasons to believe”
An effective positioning statement can prove to be a great help when you are designing your marketing strategies. However, many life science companies find it hard to come up with the right positioning statement. In this case, they may consider seeking the assistance of a specialized life science digital marketing company.
B3NET Bio is a leading digital marketing agency that services life science& biotech firms solely. We have a vast experience of working with companies like yours. We have partnered small as well as big names in your industry for their branding and marketing, and have also crafted winning positioning statements for many life science companies. Equipped with the insight given in this post, and with a reliable life science internet marketing agency by your side, you can go ahead and craft a positioning statement that takes your marketing to new heights of success.