"RALPH LAUREN, APPLE, NIKE AND STARBUCKS"
Almost every business that walks into our studio mentions how they aspire to be a brand much like the 4 listed above. We always appreciate our client's ambitious branding goals, but take the time to remind them that these companies did not become universally loved by selling to everyone when they started.
Instead, they started by selling a very specific product and idea to a very specific group of people and, more importantly, that product or idea was something bold and different: Badass.
If you really want to own a brand like Ralph Lauren, then don't be like Ralph Lauren.
HOW DID THEY DO THAT?!
Most people aspiring to have a brand like Ralph Lauren's don’t know that he started out as Ralph Lifshitz selling ties out of the back of his car. His angle? He wanted to allow men to make a statement with their ties. And unlike the skinny plain ties of the time, Ralph Lauren’s wide ties were colorful and made of luxurious materials. Being bold and different lead to being recognized and remembered, the foundation of a badass brand.
Apple had decades of almost going bankrupt. It’s rise to Brand Superstardom came after almost 30 years in the business, staying true to their mission to simplify the complex so that everyone will be part of the future with computers. They dug in as the more intuitive, creative computer choice, which feels obvious now but was a bold, risky stance to take at the time. Apple's current success eclipses how difficult it is to take a stand as something different or other, but illustrates how big the payoff can be.
NIKE & STARBUCKS
Nike was known as Blue Ribbon Sports for the first 7 years of business, and only sold running shoes for more than 2 decades, and Starbucks sold coffee beans for their first 10 years in business.
HOW DOES THIS RELATE TO ME?
When starting or rebranding a new company, don't look at the biggest, oldest, most successful brands as they are today as your model. When you look at how they started and what they did to become the recognized, global brand, you will find lots of boldness and badassery.
These companies all started with a simple badass mission and narrow focus rife with game changing vision.
HOW DO I FIND MY BOLD BADASS SAUCINESS?
Do you want to own something that people will remember? Are you ready to think about WHY people will think about you above all others? Think about a Brand Shrink to get some insights into what makes your company Badass.