The Importance of Brand Positioning

Examine the brand mission and vision and explain how the brand name, logo, or slogan succeeds or fails to communicate the brand identity to consumers, competitors, and various stakeholders. What does the brand that successfully positioned itself do well? 

I chose Sephora as the brand I will be exploring. I chose this brand because I used to work at Sephora a few years ago, so I became very familiar with many aspects of the business and brand. Sephora is a high-end cosmetic store that sells everything from makeup to perfume, to hair products and much more. They have positioned themselves as a brand held in high regard in the beauty community, as they only sell luxury brands. They have many high-end brands and products that are exclusive to Sephora as well, further positioning their brand identity as luxurious and chic.

I believe Sephora has done an adequate job at positioning its brand successfully for its mission and vision. First, Sephora’s logo is a well-known emblem, with a simple curved line above the store name(Wheeler, 2017). This simple logo and the use of the chic colors black, white, and red are consistent with the brand and are used throughout their in-person stores, online store, and in marketing materials. Because the logo is an emblem, the brand name is always seen anywhere the logo is presented, strengthening the brand name itself for current and potential consumers(Wheeler, 2017). 

Sephora's slogan is “We Belong to Something Beautiful,” which further establishes a sense of community within the brand and for its customers. By using “we” in the slogan and inviting others to be a part of “something beautiful,” Sephora has created a sense of community with which its consumers identify(Ritzer & Lemich, 2021). This community is strengthened through the use of the Beauty Insider program, a rewards program that encourages customers to save up “points” earned through purchases for samples or a discount on their next purchase. There are also Sephora sales that occur throughout the year that are only available to Beauty Insiders. During these sales, Sephora leverages the use of its internal stakeholders (customers) by giving a higher discount to those that spend more money at the store annually. This way, shoppers are encouraged to spend money at the store all year, so they are able to take advantage of the sales during the holidays. 

The main factors that allow a brand to configure loyal communities are brand image strength, the length of time the brand has been around, and how many competitors exist in the market(Ritzer & Lemich, 2021). Sephora is one of the oldest beauty suppliers, as they were founded in 1970 by LVMH Moët Hennessy Louis Vuitton, which is the most prestigious luxury goods group in the world. Because of this, the brand has been strengthened by its founders in many ways, including financially. Likewise, those that associate brands such as Louis Vuitton with Sephora are strengthening their brand image as a prestigious store. There are very few luxury cosmetic competitors, as many products and brands sold at Sephora are exclusive to the store. 

Using the brand you selected as an example, identify one or two strategies that may be applied when developing a brand name for an organization and explain how these naming strategies may help to effectively position a brand.

The name “Sephora” comes from the Greek word “sephos” which means beauty(Hopp, 2022). Although most Sephora customers probably do not know the meaning of the name, the word “Sephora” sounds like a name for a goddess, or something else that represents beauty, even if customers do not realize it. Modern-day consumers now identify with brands and brand names more and more, as they feel more unique when identifying with a brand that supports their values(Ritzer & Lemich, 2021). Therefore, it is important to consider the attitudes, personalities, and values of the target market before choosing a brand name for an organization. One strategy that may be helpful as brands become more personified, especially among young people, is to research names that evoke the feeling you want your target consumers to get when they are exposed to your brand name or logo(Stobart, 2011). For example, if a new energy drink company that wants to appeal to young athletes is determining its brand name, it may be wise to research how young athletes want to feel when they drink it, when they work out, or in similar situations. Words such as refreshed, energized, and empowered may come up. These words can then be tweaked in different ways to create a catchy name that evokes the feeling they want consumers to feel when they see the brand name or logo, or when they drink the product itself. This is helpful to position the brand in an ideal place, where the feeling already exists. This way, when a desire for a feeling comes up for the consumer, they will likely associate the feeling with the brand name, which may lead to a future purchase(Schultz, 2016). In Sephora's case, even hearing the name “Sephora’ can evoke a desire to purchase beauty products, as the brand is well known and the name itself sounds almost “pretty.” There are many other factors that should be considered when choosing a name, such as how it sounds in context, how it is pronounced, and how unique it is(Wheeler, 2017). Ensuring to take these into account before deciding on a brand name is the ideal way to position a brand name successfully in the beginning stages. 

References:

Hopp, D. (2022). 15 Weird (But True) Facts About Sephora. Byrdie. https://www.byrdie.com/sephora-facts

Ritzer, G., & Lemich, J. A. (2021). Brand names. In S. P. Holland (Ed.), Encyclopedia of American studies. Johns Hopkins University Press. Credo Reference: http://ezproxy.snhu.edu/login?url=https://search.credoreference.com/content/entry/jhueas/brand_names/0?institutionId=943

Schultz, H. F. (Practitioner). (2016). Brand management [Video]. Sage Knowledge. https://doi.org/10.4135/9781473988484

Stobart, P. (2011). Creating powerful brands. In J. Law, Business: the ultimate resource (3rd ed.). A&C Black. Credo Reference: http://ezproxy.snhu.edu/login?url=https://search.credoreference.com/content/entry/ultimatebusiness/creating_powerful_brands/0?institutionId=943

Wheeler, A. (2017). Designing Brand Identity: An Essential Guide for the Whole Branding Team (5th ed.). Wiley Professional Development (P&T). https://mbsdirect.vitalsource.com/books/9781119375418