Brand Positioning
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Positioning is a craft born from hard thinking, research, and a thorough understanding of both your own brand and that of your current and likely future competitors. Simply put, it’s the battle for the mind of your audience.
finding the right positioning
Issues
You may have a brand under pressure and need to know your current positioning is solid and unshakable.
You may have a new brand or brand extension. Where does it fit into the market? Where could it fit? Where does its potential lie?
Objective
Construct a robust, unassailable positioning that is motivating, can be owned, and above all, is based on truth.
How we can help
We understand what questions to ask. How to find the answers. How to formulate thoughts into solid positioning statements based on sound information and logical thought.
We’ve many years’ experience in doing such work.
Let us know what your positioning issues are, and we’ll help you solve them.
As a thought starter, see the Positioning Statement format below.
A Positioning Statement
People use different structures for positioning statements. But they all contain similar content. They define your target audience, their needs, the brand’s rational and emotional benefits.
Here is one such template for consideration:
In…[This is your description of the market in which your brand sits, or wishes to enter. It could be a specific disease or a range of conditions with a common cause]
For…[This is your description of your target audience. Usually the end-user of your brand, the patient, rather than the Healthcare professional prescribing it]
Your brand…[Name of your brand and what it’s for]
That delivers…[This is your single-minded proposition. You may know this by another name e.g. Crystalized Product Promise]
Because…[This is the reason why people should believe what you are saying about your brand. This needs to be based on actual evidence, something generally regarded as proven. In the case of pharmaceuticals, it will be evidence from independent, peer-reviewed clinical trials, or the Summary of Product Characteristics (SmPC)]
So…[This is the strongest emotional benefit. While the ‘Because’ is rational and factual, the ‘So’ is emotional]
In a little more detail...
For
If your brand is, for example, an analgesic, don’t think your brand is for everyone. You need to focus to be effective. Pick a specific segment, like those suffering period pain, muscle pain, back pain. You might choose to write your positioning statement for the healthcare professional. It’s less the norm but may prove effective. Again, segmentation is key. Think, ‘who are the easiest to influence?’. ‘Who would be most loyal to our brand?’. ‘Which doctors have the highest proportion of patients likely to need our brand?’.
Whichever target audience you choose, you need to be able to describe the target in clear terms.
Because and So
BECAUSE is rational, and SO emotional. When we seek to create behavioural change, we understand that behaviour stems from an attitude of mind. Change the attitude, change the behaviour. Many of us would say that we base a purchase or prescribing decision on rational thought. That’s partly true. There needs to be a rational truth behind the decision. But in reality, we all make decisions on emotion too and those emotional values help us create a shortcut through the rational to a purchase decision.
What does a positioning statement do for us?
In itself, very little. You’re not going to explain it to your target audience. What matters is the discipline of the process to construct an argument for use of the brand, in the clearest and simplest form. It also serves as a short description of the thinking behind your brand so everyone in your company can understand and adopt it.
The statement shouldn’t merely be a set of words to fill in 6 boxes. That’s just not good enough. It should flow into a well-constructed argument with each segment following logically from the one before.