As an entrepreneur and a
marketer, I’m consistently looking at brands that are “doing it
differently” or as we like to say, “being a bit of a rebel.” It’s that
rebellious spirit that we like to bring to our programs for our clients
to help them stand out against their competition. I recently attended a
discussion with what I would consider three “Rebel” leads of brands who
are making an impact in their respective industries: Glossier, a beauty brand, Walker & Co. with the Bevel and Form brands in personal care, Away, a luggage and lifestyle travel company, and Sweetgreen, a healthy food chain.
Here are my two biggest takeaways on how to be a Rebel brand:
Create a Community:
Creating a community for your consumers to interact is key in today’s
age of user-generated content. Brands need to allow their users to be
co-storytellers. It’s up to your loyalists to help drive your story and,
in turn, they will drive sales. How do you get your loyalists to drive
your brand message? Most avid brand fans are not looking for money but
something much more valuable – trust. Trust them to have an inside look
into the brand. Trust them to interact with your CEO, product
development team or spokesperson as if they were a part of your company.
Give them samples, early access to new product and exposure on your
social channels. If you can build that trust, you’ll have a brand
advocate that will spread your brand promise.
Listen & Lead:
Listen to your customers on what they value and how they feel. It’s not
about you as a brand feeding them information but hearing what they are
saying, what they are looking for in a product and how you as a brand
can create what they need and want. Even the most successful brands can
learn to disrupt from “cult” brands. Some of the biggest brands today
used a “rebel” mentality to grow and now dominate their industries
including Nike, Apple, Red Bull and Beats. Looking for some other “rebel” brands to learn from? Try Casper, a growing mattress company, Box, an online “club” store taking on behemoths Costco and BJs, and Warby Parker, a glasses company who found a way to disrupt a tired industry.
how will you be a rebel and make your brand stand out among the
competition? Join our rebelution and let us share some ideas to take
your brand to the next level.