It’s human nature to want to fit in. However, when it comes to marketing your business, playing it safe can lead to missed opportunities. Being too conservative results in being indistinguishable from your competition. Trying something new can be a daunting process, especially when you have invested a great deal of resources into a particular approach. However, creating a memorable brand starts with bravery and calculated risk-taking.
Brands may be hesitant to embrace unconventional marketing techniques for fear of alienating their target audience. It’s true, not everyone will appreciate or respond to more experimental approaches. However, not all purchases are rational decisions. Sometimes, it’s the emotional appeal of a message or campaign that resonates with consumers and drives loyalty.
In fact, the more memorable and distinctive the marketing approach, the more likely a brand could develop a devoted following. For instance, consider Dollar Shave Club, which in 2012, created a viral YouTube video grounded in humor and irreverence. The video rose to popularity in a crowded grooming market.
What steps can brands take to embrace their individuality and stand out from the crowd?
The first step is to identify what sets you apart from competitors such as your values, backstory, or product offerings. From there, it’s about finding creative ways to communicate those unique aspects to your target audience.
For example, consider a non-traditional collaboration between Absolut Vodka and fashion magazine Vice. In 2018, the two brands partnered to create a series of workshops and events that incorporated elements of nightlife, street art, and music. The campaign was designed to highlight the brands’ roots in creative expression, and it was a massive success.
Ultimately, there will always be risks associated with trying something new. However, brands that take the time to understand their audience, values, and unique selling points can develop marketing campaigns that “pop.” Often, embracing creativity and pursuing the path less traveled holds the highest of hopes – and may even pave the way for a new industry standard.
So, don’t be afraid to stand out and take risks. Your brand has unique strengths and perspectives that should be celebrated.
Keep coloring outside the lines,