Why should I identify the brand’s territories?
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¡Let’s do a test! Think of a brand and write down what you think it is like. Think about its personality, traits, and characteristics. Then find a friend and have him or her do the same, but without knowing your answers. Afterward, compare them, and you will see how perceptions may vary. What does not change is its scope of action: the brand territories.
Use the same test thinking about the space in which that brand moves. The one that is loaded with meaning, content, and messages. The one that differentiates it from the others, don’t you see it? Then think about brands like Apple or Ikea. Did you think about innovation? Or Home and family for Ikea? Those are their brand territories.
What are brand territories?
A brand territory is the space in which the brand acts. It can be a tangible or an intangible space. They are direct associations with contexts that interest the brand. Contexts in which its benefits have more value. It is the space where the brand competes with other brands.
You should not confuse positioning and territory, because:
One could say that the territory is the foundation that helps build personality, attributes, and differentiation. However, both positioning and brand territories must be aligned.
To ensure that territories and positioning are aligned, you must work on the brand’s behavior. How? By fitting the brand’s efforts within the brand territories. For example, through advertising, messaging, customer communication, etc.
To make it easier for you to understand, I will give you examples of brands that have well-defined territories:
How to identify your brand space
Identifying your brand territory is not about saying “I want to move in this space” and that’s it. It’s about asking yourself, in what space can I add a greater value? What are the benefits of my products or services that can best meet the needs of my ideal customer?
You can choose a broad territory. However, you will lose the opportunity to differentiate yourself. For example. If you operate in the food category, a logical territory is wellness and nature. In telecommunications, it’s about connecting with people, but what else? Don’t you think all brands move in the same space? No, they don’t. That’s why they manage to differentiate themselves.
To find your brand space, you must consider:
When you have chosen the territories, you must begin to develop them. Work on them in depth. Write down as many perspectives of that territory as you can. Include all the expressions you can think of. Add all their interpretations, both positive and negative, and exhaust all possibilities with potential. Then test with prospective customers to find the best option.
The benefits of defining the brand territory
You can have one or several brand territories, but be careful not to choose too many. Most well-known brands usually select between one and two territories.
If your territories are aligned with the interests of your audience and your brand, you will achieve:
- Establish a better connection with your audience.
- Set the topics of your content plan without deviating from the objective.
- Convey your message effectively.
- Carry out marketing activities in line with your brand.
- Increase your brand awareness and stand out from your competitors.
If you still don’t know what your brand space is, don’t waste any more time. Get down to work and define your brand territory. You will see how your marketing and content efforts will speed up, because you will have a clear direction.
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