Our brand’s

Positioning

What is positioning? Positioning is the space in the consumers’ mind you want your brand to own in order to be successful. We express our positioning through visual identity, messaging, campaigns, brand ambassadors and positive customer experiences. It also gives us the direction required to focus the organisation’s and strategic efforts.

Our creative platform

A creative platform is the way we convey the essence of our brand identity. It appeals to peoples emotions and helps them identify with us. It’s our mission statement and purpose, an emotional translation of the positioning. A short phrase or paragraph that guides our personality helps define it.

OUR PURPOSE:

To help those who are ill to get better,
to encourage those who are well to live healthier lives,
and to support healthcare professionals in providing evidence-based medicine with a caring approach.

We can distill this down to:

The Universal FACTOR

The difference between being merely good and positively excellent

Support for our platform

Universal is an innovative, performance-driven organisation and one of South Africa’s fastest growing healthcare brands. We are the leader in evidence-based, integrated healthcare solutions. Universal Healthcare is built to last with scalable and proven systems and our patient-focused service offering is unique, we place the doctor-patient relationship before anything else and our healthcare provider network is the largest in the country. We employ state-of-the-art technology with our fully integrated, end-to-end solutions using an internationally patented rules engine. These reasons, along with the passionate people that work at Universal, make up The Universal FACTOR.

What to use it for

A SOUNDING BOARD

Does what you’re writing sound in line with our brand’s message and personality?

TO RESONATE

Facts can get boring. Create content that resonates with the audience by creating an emotional connection. Talk about what drives us and how we want to make a difference.

CHOOSING IMAGERY

Our positioning statement isn’t just about wording. It helps choose visuals that convey and support these ideas as well.