What is that and what does it have to do with video production?
Plenty. I divide video into two parts: the technical and the communicative. Brand positioning has nothing to do with the technical side of video, and everything to do with the communicative side of it.
So what is brand positioning?
Brand positioning is the unique place in your audience’s mind that your brand occupies, in contrast to the place occupied by your competitors. This place contains many adjectives associated with your brand, such as “witty”, “charming”, “hard-working”, and “careful”. It is the castle that contains your subjects.
So why is brand positioning important in video production?
In video, you have thousands of different directions to go in; you have lots of different topics to discuss and information to give. If you try to present everything, your video will end up being ten minutes long and no one will be able to connect why your brand is important to them personally. This is where brand positioning comes in. If you know where you want your brand to be positioned and what you want it to be associated with, you then know what information you need to present to your audience to show them how you are relevant to them personally. Now you can get to the point and make an engaging two minute video, instead of a boring seven minute video.