Based on the premise that brands are the set of perceptions that others have about them, brand territories are a fundamental piece to try to align the image that it projects. If the value of the brand lies in its ability to gain an exclusive and positive space in people’s minds, once a differential positioning has been defined, it will be necessary to reinforce the strategy by identifying and prioritizing one or more specific areas of competence. These are conceptual spaces from which to build a certain image that reinforces everything that the brand represents. The positioning will have facilitated the precision of a specific space, the territory will help in the expansion of the positioning towards the creation of specific meanings that add value to customers.

Except on rare occasions, brand positioning is something that should be respected over time, reinforcing the essence of the brand. On the other hand, territories can be modulated over time in such a way that, thus structuring positioning, they facilitate the emotional connection with customers. The basis for this to happen lies in the brand image itself, in its visual inspiration, which facilitates the projection and understanding of what the brand wants to represent for others by illustrating the chosen territories.

Brand Territories: How to Create Experiences

On the other hand, from the heart of the territories, the ground is outlined to create brand experiences. There is no doubt that the relationship between what the brand is (its essence) and what it represents (image) comes to life through a set of subjective experiences framed in a global context. In times of change, such as the current one, new circumstances arise that make it necessary to review the way in which the brand delivers its promise. Compared to a previous static model, today it is more necessary than ever to approach brand strategies from a dynamic and lively perspective capable of adapting to changes as quickly as possible. The market is full of examples of brands that were lost due to their inability to align with society’s present and future interests. Many of the categories have seen their interest in them lost because they have not been able to adapt to consumer demands, changes in behavior and new consumer segments. A timely review of their brand territories could have given them a second chance without the need to completely transform their essence. As a magnificent best practice , let’s take the case of OREO cookies, which have successfully gone beyond mere indulgence and have reached the territory of imagination, an aspect that has even allowed them to reach an agreement with Google to launch “Android Oreo“. A benchmark!

A current vision of brand territories must start from a higher level of strategic thinking, capable of asking the right questions and leveraging the information gained to capture what is really hidden behind the answers. In this whole process, emotions play a starring role. They are responsible for the judgments that people make, also about what a brand is and is not and to what extent it aligns with their interests.

Levers to activate brand territories

In general terms, we could identify 4 fundamental levers on which we can develop and activate specific territories. See:

1. Knowledge:

For brands that can be considered as experts or authorities in their segments. They pay special attention to innovation and maintain very distinctive styles.

Related territories: Experience, leadership, intelligence, dissemination, innovation…

2. Solution:

Oriented towards the other end of the scale with respect to knowledge. He becomes an ally of the customers, someone who is on their side with empathy.

Linked territories: Ease, speed, price, service, being an ally, being a prize…

3. Authenticity:

With the capacity to elevate the previous two, enhancing the emotional benefits to a greater extent.

Linked territories: Honesty, transparency, trust, responsibility, originality…

4. Lifestyle:

Originating from the way in which relationships with third parties are established. It combines tangible and intangible factors.

Linked territories: Exclusivity, popularity, connection, trendy, inspirational, traditional, living on the edge…

This classification is just a starting point that simplifies a complex reality. Perhaps not all brands fit directly into this scheme, but in any case it will be crucial that they find the most appropriate way to expand their positioning in a way that brings value and meaning to their audiences.


Carlos Puig Falcó

President of Branward®

Photos: Shutterstock

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