What's trendy, hip, the 411 on brand positioning? Your goal as a brand is to make some noise, shake up the norm and present a unique offering that resonates with your customers. To do that effectively, it's important to pull in new strategies that align with your potential or current customers shifting expectations. People change, and so should your brand. So we've unpacked three brand positioning trends that have recently emerged. Let's get started!
#1 Hyper-focused fans
Have you heard of the 1000 true fans concept? There are your average customers, and then there are true, hyper-focused fans. We're talking niches within niches (niche-ception!).
Consumer segments who resonate with what you're saying on a deeper level than the basic consumer. They don't just listen to your music. They go to shows, buy merchandise, get VIP front row tickets and everything in between. Yep, hard core.
About 80% of business revenue comes from 20% of recurring customers. So why not just pluck out that 20% straight away?
You'll soon discover there are more than 1000 true fans out there once you get some traction and all your branding & marketing effects are well received because you're speaking directly to a very specific audience.
A good example of this is US brand Zanderim who sell custom cosmetics for vitiligo coverage. Whilst the skin pigmentation disorder only presides in 0.5-2% of the worldwide population, the brand has seen success due to their hyper-focused fan following who crave a cosmetic solution that is traditionally difficult to find.