Brand Positioning for E-commerce

Brand Positioning for E-commerce
Foo Chuan Guan

Foo Chuan Guan

July 18 2023


How to position a brand in a competitive landscape? Fliss Newland from WhatIF Foods, a planet-based food company, explains about brand positioning.

How to position a brand in a competitive landscape? We had the opportunity to speak with Fliss Newland, the Commercial Director and Global D2C Lead at WhatIF Foods. She is helping position her sustainable plant based milk brand in a competitive landscape where she has to content with incumbents and also bigger startups. In this chat we discuss SEO, SEM and also Gen Z mindsets. 

Topics discussed:

  • The Digital Shelf
  • SEO vs SEM
  • Emphasizing Organic Content and High LTV Customers
  •  Blurring Online and Offline, Empowering Small Brands, and Social Media

Listen to this episode

Key insights

1 SERPs on a search engine result page are essentially the equivalent of a Digital Shelf.

2. Search Engine Optimization (SEO) should be used to capture search engine demand in the long run while Search Engine Marketing (SEM) techniques should be used for getting sales in the short term.

3. By striking a harmonious balance between organic and paid channels, encouraging repeat purchases, and harnessing the power of word-of-mouth marketing brands can achieve sustained growth and enduring success.

4. Key ways to win at e-commerce as a new brand : adopting an agile mindset, creating authentic content, and prioritizing availability and stock management are essential for success.

5. Regardless of primarily operating offline, embracing e-commerce is indispensable in the future of commerce. As the lines between online and offline channels blur, e-commerce provides opportunities for small brands to grow.

About Fliss Newland

Fliss has over 7 years of experience in Fast-Moving Consumer Goods (FMCG) across diverse markets and functions, Fliss currently serves as the Commercial Director and Global D2C (Direct-to-Consumer) Lead at WhatIF Foods. Her role involves managing the company's website, where she focuses on optimizing user experience, conversion rates, and off-site traffic through powerful strategies like social media marketing, search engine optimization, search engine marketing, and email marketing.

About WhatIF Foods

WhatIF Foods is a planet-based food company that goes beyond sustainability to create “A Better Better.”  WhatIF is committed to making food products that replenish hungry bodies, restore degraded lands, and reconnect with the farmers who grow their crops. They are driven by a philosophy of regeneration, not just preservation.