Positioning
Local brands and personal identities
For Russian-speaking expatriates conducting business in the Euro-migration context, deep researching is particularly valuable, as it enables the precise identification of the target audience’s needs and values, while accounting for cultural and socio-economic dynamics in the new environment.
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What is positioning for local and personal brands?
Positioning is a strategic process of shaping a unique brand or personal identity in the minds of consumers.
For local brands and expert-driven personal brands — especially in small-scale or signature businesses — it is essential to develop a distinct identity and a clear message that reflects values, advantages and individuality.
Effective positioning enables smaller brands to stand out, foster customer loyalty, and engage audiences through authentic, personalised communication.
For Russian-speaking experts and owners of authorial businesses in Europe, well-crafted positioning not only increases visibility, but also facilitates integration into the local business culture by establishing trust and stable connections with the market.
Evolution of the phenomenon
In the past, brand strategies focused on mass advertising and broad visibility, often overlooking niche audience alignment. With the rise of digital technologies and social media, the concept of positioning changed radically.
Highly personalised approaches and individualised communication became feasible. Personal brands began to gain prominence due to the ease of direct contact and the credibility associated with individual expertise.
Today, digital tools allow local and personal brands to find their audience quickly, refine their messaging, and scale their influence effectively.
Successful examples
Expert personal brands on Instagram: consultants, psychologists, lawyers, and educators — including Russian-speaking content creators in Spain and across Europe — have successfully built recognisable personal brands by offering specialised services and targeted content.
Signature cafés and culinary projects: small-scale venues such as cafés and restaurants in Barcelona position themselves through distinctive cuisine and the personal style of their founders, actively engaging audiences via social media and digital content.
Local design studios and artisan workshops: with precise positioning and the use of niche platforms, these businesses attract audiences who value uniqueness and craftsmanship.
Why Vasilii Bernshtein?
My deep expertise in sociology and digital marketing allows me to identify and articulate the distinctive advantages of personal brands and author-led ventures.
I understand how to position a brand in digital environments, highlighting authenticity and professional authority.
My personal experience in building a successful brand, combined with consulting work for numerous SMEs across Europe, ensures that the strategies I offer are both effective and locally attuned.
SKILLS, KNOWLEDGE, AND PRACTICE
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