You have a unique business idea with the goal to change something in the world with your start-up? Then you have taken the first step towards being different. To be different from the perspective of your ideal customer target group, but also for future employees. If we want to be different, we have to think differently and become innovative. Your product is the first and important step, but there are more important steps to be different.
Take a different path with your startup
As already presented in past articles, we live in an oversaturated market. Too many products and services are similar, making it increasingly difficult for consumers or business partners to find the right product/service or brand for them. Your task should therefore be to make their decision easier. As described in the introduction, a new and unique business idea is the first important step. You should apply the same disruptive approach to the rest of your startup or brand.
Besides a unique product or service that turns the market around, this can also be the communication of your brand. How can you use your business idea to communicate this externally and disruptively? Are you within an industry where consumers have a familiar expectation? For example, we all have a pretty clear picture when we think of insurance. They communicate similarly, look similar, have similar offerings, etc. Even in conversation, we know that this industry often comes across as very reputable.
These are expectations we have about an insurance company or the industry based on our experience. If a new insurance company is established, this does not particularly catch our eye because we know what to expect. But this also leads to the fact that this new insurance company is again one of many from our subconscious. But what if an insurance company breaks through this? Offers a completely new service with a new business idea? A service that surpasses the weaknesses of its competitors?
Now, in addition to this unique and new business idea, imagine a suitable communication. The insurance company communicates in a completely unexpected way than you have seen in this industry before. The tonality, the design, the whole appearance are radically different. They express, we are different and we are the insurance company for you. Wow. Now it’s up to you whether you like insurance or not. At least you notice it clearly, it is different, you talk about it, tell others about it and you can decide more easily if it is the right one for you or not.
Transfer the example to your brand
The insurance example can be applied to any industry and thus also to your start-up. You have a unique, innovative and disruptive business idea, now it’s time to position yourself as such. By being radically different, you’ll be visible, you’ll be disruptive, and you’ll have the chance to build a loyal community behind your brand. Look at the big brands and you’ll see that they’re already doing it. They are different and that’s why they are successful.
We support you with your brand
If you want to be radically different, but don’t know how to do it, let us share your ideas. With our Brand Strategy Sprint, we position start-ups as brands in a disruptively different way.
