Hey everyone, welcome to Digital Branding with LEAD, where we bring you valuable information, tips, and opportunities to assist you in building your brand. Today’s topic in relation to digital branding is, “the law of category.”
We’ve mentioned quite a bit, the term category in relation to brand building. We have spoken about the law of contraction and how you become a stronger brand when you narrow your focus. But what happens when you narrow the focus to the point where there is no longer any market for the brand?
This is said to be potentially the best situation of all. What you have created is the opportunity to introduce a brand-new category. Even though the most useful aspects of branding have nothing to do with increasing a company’s market share. The most efficient, most productive, most useful aspects of branding is creating a new category.
In other words, narrowing the focus to nothing and starting something totally new. That’s the way to become the first brand in a new category and ultimately the leading brand in a rapidly growing new segment of the market. To build a brand in a non-existing category, to build something out of nothing, you have to do two things:
1. You have to launch the brand in such a way as to create the perception that the brand was first, the leader, the pioneer, or the original.
2. You have to promote the new category
By first preempting the category, like what Domino’s did with the home delivery of pizza and then aggressively promoting the category, you create both a powerful brand and a rapidly growing market. The power of this position is that when you’re first, you can preempt the category. You are the only brand associated with the concept. You have a powerful publicity platform. You need to put your branding dollars behind the concept itself, so the concept will take off, pulling the brand along with it.
You cannot be afraid of competition. You cannot have a monopoly on the market. There’s always room for a second brand and the rightful share of a leading brand is never more than 50%. Instead of fighting competitive brands, a leader should fight competitive categories. But that a topic for another time.
That’s all we have today on Digital Branding with LEAD. Remember with LEAD it is all about turning your business into a leading brand. Make sure you visit leadmediallc.com to book a consultation with us and learn how you can grow your brand within the digital world today.