FIND YOUR ROLE IN THE GAME. AND PLAY IT WELL.
Branding is a very simple role-playing game. In fact, there are only three relevant roles for players in the market.
1 THE MARKET LEADER
This role offers customers comprehensive orientation. It comes with a very confident attitude towards the competitors. Powerful enough to redefine or reinvent categories. There is a clear opinion on the important issues in the relevant area and the market leader represents them both internally and externally.
2 THE CHALLENGER
He rises to the challenges of the market – sometimes just for fun because he knows that he may never overtake the top dog. However, challengers flex their muscles when needed and enjoy experimenting – what annoys the market leader and also shows his limits. For most mainstream users the challenger is always the first alternative on the market.
3 THE TOP NICHE PLAYER
He often polarizes strongly. He is ridiculed by many market participants or even judged negatively, but, hey, who cares? – he is loved all the more by a small regular customer base. He has special strengths and definitely a clear profile. Choosing to focus on a niche is a strategic business decision to benefit a certain customer base better than competitors who target larger markets.
Once you define your brand role in the game, you know how to act accordingly and successfully play the game. Be authentic and act naturally.