Innovate or imitate? The critical choice for emerging brands
Photo by Mpho Mojapelo on Unsplash
Can’t quite seem to nail down what you makes you different? 🙃
Maybe it’s not a case of what you are, but whether you should innovate on or imitate other successful brands. With that food for thought, read on to discover which path we think emerging brands should take.
Sure, it would be ideal if we could all just enter a market without any competition. While that idea is fun for a moment, as you all know, there's never been more of it! So, while we all like a challenge, the need to stand apart from similar brands can feel overwhelming, especially when they're all shouting directly at the same consumers.
The question here, though, is, should brands just copy the successful recipes of others if it works? Or should they innovate and forge their own path to success?
Discover our perspective on this dilemma and review our accelerated frameworks, designed to propel your brand towards a path of distinctive and triumphant success:
Competition: Is it healthy or just a distraction?
Imagine this (or maybe you don't need to): Multiple brands in your specialism passionately show off similar to yours. They’re making such a collective noise doesn't just create chaos; it sensitises the market, heightens awareness, and enlarges the pool of interested consumers. When more voices join in the conversation, the more that your industry reaches further and resonates louder.
However, this harmony of competitive voices follows specific unspoken rules – design conventions that often become synonymous with specific sectors. Take, for example, the colour green. It's not just a hue; it's a statement. In environmentally conscious businesses, it symbolises nature, sustainability, and eco-friendliness. Such commonalities are not coincidences; they are the silent languages of market segments, communicating shared values and principles.
When rivalry becomes a distraction
Yet, here lies a subtle trap: The danger emerges when "keeping an eye” on the competition becomes obsession. When you find yourself fixated on every move of your competitors, analysing their strategies, and dissecting their campaigns, you risk losing sight of your brand's identity.
Consequently, this overconsumption of competitive intelligence can lead to an identity crisis. Instead of pioneering your path, you become a shadow, constantly reacting to others and second-guessing your unique strategies.
The solution? In this dense competition, the key for emerging brands is to observe and learn, but not to the point where it dilutes your brand's essence. It's about striking that delicate balance between being informed and being original. Remember, while knowing the surrounding terrain is wise, the goal is to chart your distinct path through it.
Innovating identity: Frameworks to keep you on track
While all of this sounds optimistic, we understand that navigating a competitive market while maintaining a unique brand identity and path can be challenging. That said, there is an accessible way to start positioning your brand for success: Our accelerated frameworks.
The effectiveness of these frameworks lies in their ability to be resolute in defining and maintaining your brand's positioning. It's about having a clear, unwavering vision of what your brand represents and how it differentiates itself from others. Our frameworks assist in this process by gathering comprehensive information about your brand. This deep understanding enables us to make well-informed decisions regarding your brand's competitive stance and positioning in the market.
But understand that these frameworks are not just theoretical but practical tools that guide real-world decisions and strategies. For example, they can help refine your brand positioning, ensuring it aligns with your core values and resonates with your target audience. They also aid in developing a visual identity that reinforces this positioning to your customers or in crafting a content strategy that effectively communicates your brand's message.
What it takes: Mastering the art of brand distinction
In the quest for market success, the sweet spot lies in distinctiveness. Achieving this doesn't require discarding all conventional wisdom nor does it involve imitating others. It's about striking a balance: staying aware of your competition while boldly charting your own course. This eyes open approach centers on combining a robust strategy with stellar creative execution. By doing so, your brand steps away from the shadows of others, carving out an an identity that's unmistakably yours.
Be unforgettable: Discover stand-out branding
Distinctiveness isn't just about being different; it's about being authentically and strategically unique. It’s the result of understanding your market and your competitors, then using that knowledge to differentiate your brand in meaningful ways. When done right, your brand stands out not just for being different, but for being right - right for your audience, your values, and your vision. The end goal? A brand that isn’t just another face in the crowd, but one with a unique position etched firmly in the minds of your consumers.
Although, we understand that you might not have all the skills you need in-house. If you’re ready to rise to the challenge and be unforgettable, we'll partner with you to be an extension of your internal team, leaving you to focus on the bigger picture.
Together we'll move your experience forward and deliver results.
Branding in action: Hoxton Macs
Challenge:
We were tasked to formulate a new identity that connected with audiences new & old and one that delivered a sense of youth-fullness without that ‘market stall, Del-Boy’ vibe that was often associated with Apple Mac refurbishment. A myth, we soon realised, had to be busted. This was where the strategy was born.
Strategy:
The identity was built upon the concept of accessibility; making Macs accessible to all, without the sacrifice of quality that often is associated with lower price tags. The brand campaign ‘This is refurbished’ was designed to communicate quality and reliability with the vision to make refurbished Macs the trusted choice for everyone.
Execution:
To extract this information and to all go on the brand journey together, in-person discovery days and consistent check-ins (AKA our Anti-Big Reveal rule) took place. This process allowed for experimentation to happen with honest feedback so we could get to a brand identity that worked for all those that experienced Hoxton Macs. We built a brand identity that was warm, welcoming and fresh while also bucking the tech trends so often seen; black on black, soulless, cold branding that had no personality and blended into a sea of same-ness.
Results:
The 'This is refurbished' campaign and brand identity successfully positioned Hoxton Macs as a credible and major player in its market. The brand now communicates effortlessly to those who are first time customers seeking information and product credibility while also increasing the life time value of existing customers. The comprehensive approach included a creative strategy playbook, toolkit, and execution across various direct-to-consumer channels, ensuring a consistent and powerful brand message.
Eleven: Shifting the viewfinder and unlocking success
For founders and emerging brands, the do-it-all approach can lead to crucial aspects falling through the cracks. Attention to detail is vital, but it's equally important to recognise when to delegate. This is where Eleven steps in. We're not just brand and web experts; we're connoisseurs of attention. Our team is adept at identifying and emphasising the finer details that make your brand stand out.
We understand that while attention to detail is crucial, it shouldn't be a burden that founders carry alone. Our role is to pinpoint where attention truly matters, allowing you to focus on your core business activities.
With Eleven, you gain a partner that enhances every interaction with your customer base, ensuring your brand not only captures attention but holds it, leading to sustained success and growth.
