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:
- Positioning is the place the brand occupies in the consumer's mind. The attributes it is associated with.
- The territory is the space in which this positioning moves so that consumers can associate it. The context in which it operates.
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:
Rolex
It is an excellent example, because its positioning is within the luxury sector, but it moves in the luxury sports territory. This is its competitive and differentiating space. How does it do it? Among other activities, it sponsors events such as the Ryder Cup golf tournament. Moreover, celebrities such as David Beckham and Roger Federer appear in its advertising.
Volvo
Volvo's territory is safety. More than an attractive design or innovation, safety is above everything else for this brand.
Apple
Its territory is that of innovation and design. Just by looking at its communication, messages, and packaging, you can identify the spaces in which it acts.
Dove
It operates in the self-esteem territory. Its entire communication is aimed at reinforcing real beauty. Try to challenge the traditional image of beauty to focus on a more real woman.
Red Bull
This brand manages its territories very well. It is related to adrenaline, but its territory is linked to extreme sports. Living and experiencing strong emotions is the foundation of its message. Just by looking at its sponsorships, you will understand its territory, as the brand participates in many extreme sports.
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:
Your ideal customer
Your potential buyers are the ones you must connect with through territories. Therefore, you must answer this question: What is important to my ideal customer? What motivates them to buy? You must include each target audience for your brand. Their needs and concerns.
The competition
Gathers information about everything a brand has done. Both in the past and in the present. Ask yourself what your competitors are doing and have done in your region and abroad. Discover the territories and emotional benefits in which the category's brands operate. Their messages and if there are similarities within the sector, even if they target different audiences. Then, look for brands of alternative products and analyze them as well. Determine if you can use them for your brand.
Your brand
The first thing you should do is list your brand's products. Then, for each one, write down its benefits. It is important that you include both rational and emotional benefits. Check if they match the needs of your customers. Additionally, describe the brand values, purpose, and identity.
Your company's strategy
You already have several territories in which your category moves. However, not all of them will be in line with your company's objectives, nor with the benefits offered by your brand. Therefore, you must be clear about where you want to take your company's brand. Once you are clear about this, you can select the territories that are best suited. Of course, without leaving your ideal customer aside.
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.
If you want to know how to use territories in your posts, read our article on how to make a content plan. Territories also play an important role in your editorial calendar.
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