In Genesis, the first sin recorded outside of the Garden of Eden is the murder of Abel by his brother Cain. Whether you believe the story to be historically accurate or not, there is a provocative truth to it. Cain had become extremely bitter and resentful of his brother, as Abel's offering to God was accepted and Cain's was rejected (due to his lack of reverence and thoughtfulness in the offering). These emotions boil to unrest as Cain wields a rock to bash in his brother's skull. He rids the world of his competition so that his own subpar efforts have nothing to aspire to.
What does this have to do with branding and being rebellious?
While competitive analysis and an understanding of the market is a good thing, comparing the shortcomings of your brand to others is a recipe for bitterness and resentment. If Cain had instead looked inward and been in competition with himself, he would have slain hi sown inadequacies instead of his brother.
Rebellious brands inherently take on a different mission from the rest of the world, and without a doubt there will be times when it seems like the competition will be doing it better.
Let them. Make friends with them and leave behind the scarcity mindset.
Focus on improving your brand, having a greater understanding of your faults, and figuring out how to be better than you were yesterday.
Selfish ambitions don't really get you anywhere. They cause you to think narrowly about what's good for you and gives you a good pay out (one person), as opposed to thinking about what could give a good payout to others (multiple people). Not only that, but it makes for lame brands, since it's hard to make other feel something if you have not rooted your company in empathy.
There are blatant examples of this when startup founders go into a venture with the purpose of making a bunch of money so they don't have to work anymore. No one is going to hand their money to you so that YOU don't have to work anymore. It seems silly to reiterate that, but sometimes we all need a reminder. It's rare to find a company with a purpose like this that does anything innovative or builds something others find irreplaceable. However, it's not always as easy to spot such self-centered ambition.
Where selfish ambition gets tricky is when it's veiled in altruism. Here are some example: "I see all these big companies that are selfish with their money and do a bad job handling it, I think I could do a better job."
At first glance, it doesn't seem like that big a deal. There are indeed hundreds of big companies that get caught in scams and aren't very generous with their money. But take a look at the example again but with this question in mind: who is the beneficiary?
There's only two subjects in it, large companies and the founder of this startup, so it must be one of them. Sparing you the trouble, if either of these subjects are the beneficiary, then this purpose sucks. Despite the acknowledged problem of large companies' ill-spending, the solution of trusting one person (albeit, a stranger) to do a better job with it is not much better. It's certainly not something that you could rally a team behind, convince investors to buy-in to, and certainly not customers.
Why? Because it's all about the founder. No one is going to buy into that.
It's not all lost though, with a small tweak this could be improved. Let's try this: "I see all these big companies that are selfish with their money and do a bad job handling it, so I'm going to create a company where every employee gets to dedicate a portion of our profit to a charity of their choice."
Now who's the beneficiary? The employees and the charities they choose to support. Shoot, even the founder becomes a beneficiary because they now have recognition for giving others an opportunity to do good. Despite a purpose dedicated to the service of others, the company still grows because other people have bought in and get something in return.
Point being, if you want to grow your startup, make your purpose about other people, not you.
I just wanna build a good product.
You should. And you should also build something of legacy.
Help your ideal users connect with you emotionally. Give them pieces of delight with every interaction of your app. Make it easy for them to remember you and recognize you. Encourage them to trust the new things you release into the world.
In short, build a brand.