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Step three towards becoming an insurgent brand and a market disruptor, after you’ve researched your primary target customer and become a student of the industry, is to audit your own company. Everything you control that affects the value proposition of your product or service should be analyzed at this time — from the business plan to operations to brand identity, messaging, and product positioning. In part four of this six part series, creative strategist Tyler Leahy outlines how to audit your brand, your operations, and the customer experience effectively.
Your customers can tell you why they buy, but they can’t tell you how the industry landscape is changing, which conglomerates are entering the market to steal market share, or what the biggest threat is to your profit margin. To be an insurgent brand and a market disruptor, your company must be a student of the industry, all the time. Part three of this six part series by creative strategist Tyler Leahy focuses on how to observe the market and the competition once you have already done research to gain insights about your target customer.
The most disruptive brands win through insights. They are determined to understand their primary target customer better than the competition. They see the unseen. For your brand to have a truly differentiated value proposition, you must first understand the buyer — and it does require the restraint of focusing on one singular primary target customer.
One of the ways businesses can navigate change or overcome challenges in their market is by exploring collaborations with like-minded brand partners. During the COVID-19 pandemic, Six-Point Creative has challenged its own stance on collaborations with peers, and in some cases perceived competitors. The company once hesitated to explore partnerships, but now considers collaboration an integral means of finding new inspiration and pushing their brand forward.
During downturns in the economy or other major impacts on their industry or market segment, companies have the tendency to operate from a mindset of scarcity. Instead, run your brand strategy for an abundance mindset. Thinking from a position of abundance will enable your team to uncover new ways of demonstrating your value to customers and meeting emerging needs you see in the marketplace. Rather than pivoting, you may simply need to leverage your company’s existing brand strengths in new ways.
How do your company’s brand values and taking action against racial injustice intersect? Following the death of George Floyd, Six-Point Creative CEO Meghan Lynch reflected on each of Six-Point’s brand values, and how they intersect with the need for racial justice. By taking this approach, the company was able to determine authentic actions it can take to influence positive change.
In a leadership landscape still dominated by men, women-owned businesses and their CEOs commonly exhibit leadership lessons all companies can learn from: Be more empathetic to employees, taking their lives and their personal growth into account in your business decisions.
Becoming a better leader is often achieved by letting go of past responsibilities that you can now delegate to members of your team. Entrepreneurs and owner-founders particularly find this to be challenging. To grow and scale your company, the CEO (and others on its leadership team) need to delegate more tasks over time to work on company vision, brand strategy, and growth initiatives rather than placing the majority of their focus on day-to-day company operations. This restraint will help propel your company towards a more sustainable future as it continues to grow.
Today, small consumer brands have more opportunity than ever to challenge category leaders for market share. Leading brands have more resources, but they’re often still slower to innovate or adapt to change in consumer behavior. In part one of a six-part series, creative strategist Tyler Leahy breaks down the playbook you should follow if you want to be an insurgent brand and market disruptor. It breaks down what it means to be industry disruptors, and the six things that all disruptive brands have in common as they grow and scale.