The creation of a new category of business that applies only to your own brand. This can be either an industry category, a capability/expertise category, or an audience category.
Self-categorization is both a brand identity exercise and a positioning effort. Its meant to influence how your audience thinks about your brand by preventing comparisons to competing brands in more generic categories.
It’s also meant to highlight a special trait, such as a special capability. As such, a self-categorization often becomes a brand’s de facto tagline.