Branding is usually thought of as a way to capture a better share of an existing CATEGORY. Famous brands own a large portion of a market category. Macdonald’s is fast food, Apple is personal computers, Nike is sneakers.
CREATING A NEW CATEGORY.
One of the secrets of successful branding is NOT to try to invade an existing category, but to invent a NEW one. The most successful brands are seen as the pioneers, the first, or the leaders in their category. By inventing a new category, you are automatically one or all of these.
IF YOU CAN’T CREATE A NEW CATEGORY, NARROW AN EXISTING ONE.
21Thirteen Design is a visual branding and web design company. Frankly, web design companies are a dime a dozen. We, however, DESIGN FOR EMOTION. Our word is “Emotion” (see last article) and our category is “Emotional Design”. What we did is take an existing category and NARROW it in order to create a new category.
How can you do that?
Email us at firstname.lastname@example.org or call us at 646 808 0249 to learn more, or for help in branding your business effectively.