What do you do if your understanding of brand positioning is questioned in an interview?

1 Explain the concept

The first thing you should do is to define what brand positioning is and why it matters. You can use a simple and clear definition, such as: "Brand positioning is the way you want your customers to perceive your brand, compared to other alternatives in the market. It helps you create a unique and relevant image that attracts and retains your ideal customers." You can also mention some of the benefits of brand positioning, such as increasing awareness, loyalty, differentiation, and profitability.

2 Give an example

The next thing you should do is to give a concrete and relevant example of a successful brand positioning strategy. You can choose a well-known brand that you admire or have worked with, or a hypothetical brand that fits the industry or sector you are applying for. You should explain how the brand has positioned itself in terms of its target market, value proposition, competitive advantage, and personality. You should also describe how the brand has communicated its positioning through its name, logo, slogan, design, and marketing channels.

3 Demonstrate your skills

The final thing you should do is to demonstrate your own skills and experience in brand positioning. You can talk about how you have applied the concept and the tools of brand positioning in your previous or current projects. You can share some of the challenges and successes you have faced or achieved in creating or improving a brand's positioning. You can also mention some of the metrics and methods you have used to measure and evaluate the effectiveness of your brand positioning efforts.

4 Anticipate follow-up questions

One of the ways to show that you have a deep and comprehensive understanding of brand positioning is to anticipate and prepare for some possible follow-up questions that the interviewer might ask you. For example, you might be asked to explain how you would conduct a brand positioning audit, how you would identify and segment your target audience, how you would craft a compelling value proposition, how you would differentiate your brand from the competition, or how you would align your brand positioning with your business goals and vision.

5 Show enthusiasm and curiosity

Another way to show that you are passionate and interested in brand positioning is to show enthusiasm and curiosity throughout the interview. You can express your excitement and appreciation for the opportunity to talk about this topic. You can also ask some insightful and relevant questions to the interviewer, such as how they approach brand positioning in their organization, what are some of the best practices or trends they follow or observe, or what are some of the challenges or opportunities they face or foresee in this area.

6 Be confident and humble

The last tip to help you nail this interview question is to be confident and humble at the same time. You should be confident in your knowledge and skills, but also humble enough to admit your limitations and gaps. You should avoid being arrogant or defensive, but also avoid being vague or unsure. You should be honest and realistic, but also optimistic and creative. You should be able to showcase your strengths and achievements, but also acknowledge your weaknesses and areas of improvement.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?