How to put your brand on your customer’s mental map
By Simon Middleton, Senior Writer, ProVeg International
Imagine stepping into your customer’s mind. Picture it as a map – a vast landscape of brands occupying different territories. Over here are the premium, high-end names; further along are the budget-friendly choices; and elsewhere, you find brands appealing to families. Trendy, youth-focused options dominate another area.
Where does your brand sit on this mental map? More importantly, how easily can consumers find you? This is the essence of ‘brand positioning’ – ensuring your brand has a clear and memorable place in the landscape. If customers don’t instinctively know where to find you, you risk being overlooked.
Brand positioning isn’t just a marketing exercise; it’s the foundation of your brand’s identity in the marketplace. It helps consumers quickly understand what you stand for, why you matter, and why they should choose you over competitors. It defines how people perceive your product in relation to others and guides every aspect of how your brand is presented, from taste and price to sustainability and health claims.
In this article, we’ll explore how plant-based brands can craft powerful brand positioning, drawing on insights from branding experts like Al Ries and Laura Ries, Byron Sharp, Mark Ritson, and ideas from my book Build a Brand in 30 Days.
The origins of brand positioning
The concept of brand positioning was first introduced by Al Ries and Jack Trout in their hugely influential book Positioning: The Battle for Your Mind.1 They argued that positioning isn’t about what you do to a product but what you do to the consumer’s mind. It’s about crafting a distinct and memorable place for your brand in relation to others, shaping consumer perception so that when they think of a particular need or category, your brand comes to mind in a clear and specific way.
Unlike other aspects of branding – which encompass a company’s identity, values, and overall image – positioning focuses on clarity rather than uniqueness. It’s not about being the only brand offering something but about being clear about what space your brand occupies in the consumer’s thoughts. Do consumers think of your brand when they want something affordable, luxurious, healthy, indulgent, or something else? Are you the ‘go-to’ everyday choice, or something special? Either is fine; you just need to know what. And you don’t have to be the absolute leader in any one position, but you must ensure that your brand claims and communicates a specific position.
Brand positioning is all about defining where your brand sits within the broader landscape of your category. Returning to the map analogy, every sector is divided into different territories – luxury brands in one area, budget-friendly options in another, and various lifestyle-focused brands scattered throughout. This mental map isn’t just about broad categories; it’s also about the finer details. Zoom in closer on our imaginary map, and you’ll see that within the family-focused segment, for instance, some brands position themselves as the convenient choice, while others emphasise indulgence, health, or their child-friendly appeal.
To establish a strong brand presence, you need to pinpoint exactly where you fit into your landscape. More than that, you must ensure consumers can easily place you there. If your brand lacks a clear position, consumers will struggle to remember or understand what you stand for. It’s not just about differentiating from competitors in your niche – it’s about creating a distinctive and recognisable presence in the broader market. Successful positioning means ensuring that when consumers scan this mental map, they instinctively know where to place you and why you belong there.
How brands establish their position
Apple, for example, positioned itself decades ago, not just as a technology brand but as a creator of beautifully designed, intuitive products, effectively defining a category of its own. Meanwhile, John Lewis, the UK department store, has built its reputation on premium yet accessible quality and outstanding service, making it a trusted name on the high streets of every city. These brands have successfully positioned themselves by defining their core value propositions and consistently reinforcing them through what they do for their customers.
Similarly, Nike has positioned itself as more than just a sportswear brand – it represents performance, aspiration, and personal achievement, with a premium (though not luxury-level) price tag. Through its ‘Just Do It’ messaging and high-profile athlete endorsements, Nike has embedded itself as the go-to brand for those who see sport and exercise as a mindset as much as an activity.
In the plant-based sector, brands must clearly establish a position in the market – whether it’s affordability, luxury, taste, convenience, health, sustainability, innovation, or something else – to secure a lasting place in consumers’ minds.
The Ritson-Sharp debate on positioning
Both Mark Ritson and Byron Sharp (two of the leading contemporary thinkers in branding and marketing) agree on the importance of strong brand positioning, but they differ in their views on its role in long-term success.
Mark Ritson argues that positioning forms the foundation of brand strategy.2 He believes it must be built through deep research, clear segmentation, and precise messaging. Without these elements, brands lack direction and struggle to create lasting value.
Byron Sharp, on the other hand, acknowledges the importance of positioning but suggests that the key to brand success lies in maximising both mental availability (the ease with which consumers recall your brand) and physical availability (how easy it is for consumers to find and purchase your product).3 Sharp warns that positioning too narrowly can limit a brand’s growth potential.
For plant-based brands, the key takeaway is to strike a balance. Your positioning should be distinct enough to stand out, but flexible enough to appeal to a broad, growing audience.
In Build A Brand in 30 Days, I emphasise that great branding starts with understanding your audience.4 Values like health, sustainability, and animal welfare drive purchasing decisions in the plant-based sector. However, these values vary from person to person. Some consumers prioritise taste over sustainability, while others focus on affordability or convenience. Trying to appeal to everyone often results in resonating with no one.
Plant-based brand positioning: real-world examples
One Planet Pizza: traditional flavours, plant-based ingredients
One Planet Pizza positions itself by offering familiar, traditional pizza flavours that are entirely plant-based and high quality. Their approach appeals to those who want a comforting, classic pizza experience while choosing plant-based options – whether for ethical, sustainability, or health reasons; as well as attracting meat eaters who are open to trying something new but still prefer well-loved flavours.
Oato: fresh oat milk with a clear message
Oato has carved out a distinctive position by offering fresh oat milk, setting itself apart from the long-life plant-based milks that dominate the market. Their focus on freshness and local sourcing appeals to environmentally conscious consumers looking for a sustainable and high-quality alternative.
Flora Plant Butter: the butter experience, plant-based
Flora Plant Butter is positioned for consumers who want the convincing taste and texture of traditional butter but without animal products. Available in salted and unsalted versions, it targets those who value flavour and culinary performance while maintaining a plant-based diet.
Key takeaways for plant-based brands
- Positioning is about clarity, not just differentiation. Your brand doesn’t have to be the only one offering something, but consumers must understand exactly where you fit in the market.
- Know your place on the mental map. Whether you’re positioned around taste, sustainability, affordability, or convenience, ensure your brand has a distinct and memorable place in the consumer’s mind.
- Balance niche appeal with broad accessibility. Positioning should make your brand unique but not so specific that it limits growth.
- Reinforce positioning consistently. From packaging to messaging and product development, every brand touchpoint should align with your positioning.
- Stay adaptable. As the plant-based market evolves, brands must refine and adjust their positioning to remain relevant.
Final thoughts: mapping your brand’s success
Think back to the mental map we introduced at the start of this article. Where does your brand sit within this landscape? More importantly, where do you want it to be? Successful positioning is about defining that space in consumers’ minds and reinforcing it at every opportunity.
Brand positioning isn’t just a marketing tool – it’s the foundation of how consumers perceive, remember, and choose your product. In the plant-based sector, a clear and compelling position in the consumer’s mind can be the difference between a brand that thrives and one that fades into the background. Define your place, own it, and ensure every aspect of your brand reinforces it.
For more support on branding, read my previous article on leveraging brand equity and contact our ProVeg experts at [email protected]. Subscribe to our newsletter and podcast.
Simon Middleton
Senior Writer
References
- Ries, A. & Ries, L. (1981). Positioning: The Battle for Your Mind.
- Ritson, M. (2015). 7 Rules of Brand Management. Available at: https://brandingstrategyinsider.com/.
- Sharp, B. (2010). How Brands Grow: What Marketers Don’t Know.
- Middleton, S. (2010). Build A Brand in 30 Days. Capstone.
