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Brand Positioning Framework – a key messaging hierarchy consisting of a positioning statement, supporting key messages, proof points and customer value propositions. A business armed with such a dynamic and powerful mechanism has what it needs to prime its sales and marketing engine for true market distinction and success.
What is a Positioning Statement (aka Elevator Pitch)? - a memorable, impactful, concise, approximately 35-word
statement that clearly articulates the following:
A. Type of business/organization you are
B. What products/services you offer
C. For whom you deliver these products/services
D. The value these products/services provide to your customers
E. How you are different from (and better than) the competition
Following is an example of a well constructed and differentiating positioning statement:
- Medical Software Provider is a technology company helping specialty physicians and medical billing companies increase revenue up to 40%, productivity up to 20%, and regulatory compliance as much as 10% by streamlining and enhancing the patient-billing process.
What is a Key Message? - targeted and succinct differentiation statements designed to dovetail the positioning statement and further validate its claims. Key messages typically expound upon one or more of the power words contained within the positioning statement.
Following is an example of an effective key message that can follow the above sample positioning statement:
- Medical Software Provider helps organizations better track and collect on outstanding balances through the automation of its billing and auditing process.
What is a Proof Point? - supporting statements which help to substantiate the claim(s) made in a particular key message. Both key messages and the positioning statement need proof points.
Using the key message above, here are some potential proof points which help prove its claims:
- XYZ Company recouped $258,000 of outstanding revenue in year one following its installation of Medical Software Provider’s software.
- Following installation of the software, ABC Company increased its revenue 18 percent by raising its collections 49 percent over the first 12 months.
What is a Value Proposition? - Each key message should be supported/backed-up by its value proposition, which states the “what’s in it for me” for the customer. Therefore, your positioning statement and key messages should all contain a follow-on value proposition.
Using the same key message as above, following is an example of what an effective value proposition might be:
- Your business will improve its bottom line by minimizing revenue loss.