There are between 12 – 24 million ecommerce sites out on the wild web. How do you stand out in your space, especially when you have to fend compete with the big guns?
Challenger brands have one goal in mind: to bring change to their industry. Sure, they might be punching above their weight – but their drive can take them from new kid on the block to category leader.
Think of the challenger brand as a plucky young upstart. They’re not (yet) a market leader in their industry. Instead, they offer an alternative way of thinking, challenge the status quo and use innovative business models that disrupt established markets.
The good news is that small and growing businesses are finding a way to break through. You’ve just got to take an alternative perspective.
But here’s the thing: 76% of consumers actually trust small businesses more than corporations. So, setting yourself up as a brand that challenges the big corporations is going to work in your favor by setting you apart from your competition.
To be a challenger brand, you’ve got to be unique. From your tone of voice to your assets, make sure your messaging and visuals are consistent and compelling. As you’ve probably noticed, all the brands we’ve listed in this post have some killer branding – it’s one of the first things that catches your eye.
While there’s nothing wrong with sticking to the things that work for a company, if you really want to unlock the industry, convert your customers into brand ambassadors, and even make your business go viral, then you need to do something new.
The mark of an effective challenger brand is the ability to disrupt the norm and start creating a more passionate following in their consumers. Whether your challenger company is motivated by idealism, indignation, or simply a desire for something new, consumers are naturally engaged by the transformative nature of a challenger brand.
Because challenger brands naturally inspire conversations, they also perform better in social media, by responding to customer complaints, and giving credence to the voice that your customers have found for themselves online.
There’s more to a brand than the visual impact your company has on the world, but it’s safe to say that all iconic brand identities benefit from being instantly recognizable. Brand recognition begins with the name you choose for your business – a title that will appear on everything from your websites and social networks, to your marketing materials, merchandise and products. The more memorable your name is, the easier it will be for people to develop a connection with your brand.
Iconic brand logos are distinctive. This means that regardless of where they appear, they have the potential to stand out from the competition. While it’s useful to get some inspiration from your competitors if you’re struggling with your logo design, it’s also important to remember that there needs to be something unique about the imagery you choose that makes it as recognizable and memorable as possible.
Examples:
- The feisty underdog brand. These brands pit themselves pretty aggressively against the industry leaders. They deliberately go against the big guns, and it’s this clear distinction that they use to their advantage. Think Mother Nutter peanut butter or Death Wish Coffee. Redneck Bank, based in Mustang, Oklahoma, is the online banking division of Bank of the Wichitas. (As the first line of their website says, “Yep, we’re a real bank.”)
- The missionary brand. These brands wear their purpose on their sleeves. The business is the mission and the mission is the objective. Missionary brands depict themselves as charitable, compassionate, and altruistic, with rhetoric that borders on “saving the world.” More than just an outlook, Missionary brands often incorporate their philosophy in their business model, such as donating a portion of proceeds to charity. Think of Liquid Death selling canned water, last valued at over $700 million.
- The dramatic disruptor brand. This archetype is similar to the next generation because it tries to force a change in consumer behavior. Christian Dior went against the grain of romantic, flowery perfume names with its Poison brand. Big Ass Fans sell the world’s most efficient ceiling fans, in diameters from 5 to 24 feet.
The irreverent maverick brand. Maverick brands poke fun at the industry to try and change entrenched ways of thinking. In Overthrow II’s words: “The Irreverent Maverick uses wit and humor to challenge complacency and apparent comfort found in the bland.” Think of the Australian toilet paper brand, Who Gives A Crap. A Louisiana pharmacist concocted a soothing diaper rash balm that worked so well, local athletes started using it. He called it Butt Paste. Now you can buy it at Wal-Mart.