You just need a single word to build Brand Positioning!

In today’s world, the environment for brands and their success is required upgrading brand architecture to a new level. The brand meaning to consumers and companies has been transforming into new dimensions. Whereas jumble of theories is in practices to create a web of confusion, but this is time to work smart by understanding approaches that are meaningful and easy to convert. Since ages, marketers are obsessed with the concept of brand positioning, but most of the time they have been overlooked the easiest way to sneak into their consumer mind. What they need to enter into consumers’ mind is a single word. Yes, a single word that empowers them to create a whole brand aura.      

Just put the theory in motion; utter a single characteristic word to give someone a hint to recognize the brand. Here’s the word.

·     Safety

Many respondents will have thought of the brand names those they think that are providing using word safety as category word. Like, Safeguard because safe is part of the word Safeguard. In Pakistan, the word safety is also being commonly used for disposable twin-blade razors. Some participants may have thought of Dettol and its related products to provide hygienic safety. But few participants would have thought of Volvo, even they have been little known in countries like ours. Volvo simply owned the term safety in people’s minds all over the globe. How do we think about that? Well, Volvo itself is the identity of the brand. It’s the brand name. It’s a registered trademark. Attached to that registered trademark are a set of associations. Some good, some not so good. If we think of the brand image, it is what do these associations mean to companies or more importantly, to their target customers? If you further said, Volvo and ask those people, who know the Volvo brand, to tell you what they think, some of them would’ve probably said, a bit boring even though they design some of the most exciting cars today. That image has stuck with them over the decades.

Volvo’s challenge to build the brand is to protect safety for those consumers who care about safety, as their key purchasing criterion. It’s an image they’ve built over time with various advertisements, various images. And of course, they’ve invested in safety over the last 70 to 80 years. They’ve been consistently at the forefront of either inventing safety features or like the ABS brakes, which they did not invent, they made part of the standard car earlier than others did and it was still an optional feature for other cars. So, if you think of a brand, it is the identity, which is Volvo, its logo. The visual identity in many ways and its image this set of associations attached to the brand. And marketers think of their job is to enhance the brand image by negating negative associations and elevating positive ones. And of course, to protect the visual identity of their brand as well.


  • Sana Sayed

    Brand positioning is the perception which is different for every individual making the study more interesting. While understanding brands we come to know words and history associated with a brand like why is Volvo associate itself with safety? Or why does respondents in Pakistan feel that safeguard is a brand associated with safety. Life insurance programs can also be linked to safety or a precautionary measure. Similarity the brand Honda is usually associated with reliability. It’s a long road which gets your attention the more you explore it.

    • Khalil Dogar

      A big goal achieved if my brand’s position resonates in the consumer’s mind seeing my logo. Extracting the whole concept down to one word is even bigger. That’s what brand managers work for day and night in connection to all departments. Where the consumer forgets about the parity of “general” features and look for that one feature they need. Something which for sure is “one thing he needs in his next purchase”. One word that resonates who you are.

  • Razin Ahmed

    Wonderfully written

  • Uzair Badar

    Safety is fundamentally the most essential characteristic any brand could possess. Thats the one of the biggest reason why people buy those brick shaped cars we know as Volvo…

  • Fatima Idrees

    Brand recognition is directly related to the consumers perception of it. All that needs to be done is a single word association that every time triggers the cognitive mind. very well said indeed.

  • Faizan Mahmood

    Interesting idea 💡

  • Abdul Rehman

    Yes sir in today’s crowded market space a single yet clear association of brand is what sets it apart from its competition.

  • Shafaq Ahsan

    A very well written piece! In today’s world where there is a lot of competition , getting the brand recognition and building it’s positive image in the consumer mind is not only a tedious job but also requires a lot of creativity and effort. Also consumer’s perception is directly associated with what brand has to offer and how promising it is !

  • Zain Hafeez

    I got to know more about brand positioning through this worth reading blog.

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