This is going to be the first in a series of posts we’ll be peppering in throughout the next few months. As part of our messaging work, we get to see a lot of positioning statements and the vast majority of these suffer from the same fundamental flaw—being unfocused and not singular in nature.
As an industry, there seems to be an intrinsic belief that all of the communication elements for a brand (efficacy, safety, dosing, and MOA) need to be jammed into the positioning statement. There are a multitude of problems with this, but in this post, I’m going to focus on the issue of supporting messaging.
If you have a completely diluted brand positioning, how can you possibly know which messages are necessary to best support it in order to compel use of your brand? In fact, isn’t it really possible that any combination of messages could map back to an overly-broad positioning statement, thereby making research insights on messaging development unfruitful until you attempt to find focus within the positioning? What I’m getting at here is that if you don’t apply discipline to your brand positioning development then you can’t expect your supporting message platform to work all that hard for your brand.
If you want to strengthen your product’s core message presentation, start by trying to gain some focus in your positioning statement. Don’t be intimidated. This isn’t really about re-positioning, it’s about refined-positioning and gaining some much needed focus so you can develop more impactful supportive messaging to drive brand penetration.