What is a Disrupter brand?
When it comes to brand strategy, it seems that disrupter brands are all the rage these days. Clients I meet with want to be seen as disrupters, even if it’s not best for their strategy, because they believe it will make them more visible. True disrupters, like Uber, Airbnb, Netflix, and many more provide excellent case studies as to the power of taking on established industries and doing things differently. They identified something that was desired among consumers yet not available and created a new market offering. Disrupter brands can be lucrative when done right, making them a sought-after brand strategy. But is it right for your brand?
Could Your Brand Be a Disrupter?
Disrupter brands aren’t afraid to make waves or push the envelope to improve the way things are done. While your brand promise is a good place to start when it comes to evaluating whether your company is a Disrupter, here are some key criteria to consider:
- Your company is offering something truly new.
Uber disrupted the taxi industry. Airbnb disrupted hotels. Brands that find what’s missing in an industry and create something new to fill that gap will have disrupter potential. It’s important to note here that your offering must actually be net-new – not a modification of an existing offering. Brands that simply tweak how things are done are considered Challenger brands (think Lyft’s challenge to Uber). Challenger brands can be just as powerful and successful as Disrupters, so it’s not terrible if this seems more your lane. - You’ve been in business for a short time already.
At first, your company has something akin to a craft-beer brand. You’re so new that you’re working to attract and retain early adopters but haven’t reached any sort of prominence. Because it can take time to gain traction with your brand awareness, your brand isn’t really capable of being a disrupter until you’ve begun influencing the larger conversation surrounding your brand and that of the powerhouse brands. Most disrupter brands have been in business for at least three years before reaching this level, and some took longer. - Your brand must be willing to take risks.
In an era of consumers wanting less commitment (no more annual contracts!) and placing a higher emphasis on corporate responsibility, brands that are truly listening to what consumers want and craft their offerings accordingly are inherently taking on some risk because it’s new or different. Risk can range from product and service offering to bold advertising choices. It can feel like a “go big or go home” mentality. Brands that simply mimic what others are doing will never move past the Sea of Sameness. - Your brand must be willing to transition out of Disrupter status.
That’s right – no true Disrupter brand remains a disrupter forever. Brands must live, breathe, and grow along with their companies. At some point, if your disrupter brand has been successful, competitors entering the market will rise to challenge you. A successful disrupter brand has two paths – either they sell to a powerhouse brand, or they become the de facto powerhouse themselves and must shift their brand strategy to fend off challenges from newcomers. Your leadership must be playing the long game if it ever wants to be a Disrupter.
The Bottom Line
Consumer behaviors and expectations are changing and brands must, in order to break through the noise or gain relevance, adapt accordingly. Disrupter brands may have an easier time of this since they’re the shiny and trending type.
Not all companies, however, can or should be, be disrupters. Logically, if all brands tried to be disrupters, then none would be. There are other types of brands out there – Challenger, Powerhouse – that are also effective for brand strategy. It comes down to listening to your audience, carefully evaluating your brand, engaging your employees and Brand Ambassadors, and aligning your brand strategy with your overarching business strategy.
Want to explore this idea further? Schedule an initial conversation today.
