"What do you mean?" is the most common response when I tell people I work with rebels.
I proceed to tell my core belief that being different is more important than being better. But there's more to it than that. What drives this core belief home is that I live it. Perhaps not in gigantic ways, but here are a couple examples:
I refuse to be on Facebook and Instagram.
I don't drink or partake in other substances.
I rarely take calls or meetings in the morning.
I plan on staying a small company for the foreseeable future.
These are stories about who I am as a person that seep into my business as well. Stories like these are strong because they are genuine, I don't have to put on a face to live out the truth I proclaim.
When you build your brand, tell your story. Open up your ugly, the things people will think you are weird for. I guarantee there are people who will not like it, but the flip side is that there will others who appreciate it.
Tell YOUR story. Not the one you think people want to hear.
When entering a space like internet security, you'd think that the best bet would be to rely on a stoic and staid brand. That is, of course, unless everyone else in your market is boring, difficult to work with, and doesn't provide any emotional value to the customer.
Dashlane is a password manager (I use them personally so I don't spend hours trying to get all of my passwords in a row). I've gotta say, having used their top competitor, LastPass, it's evident what makes Dashlane's positioning so potent: they made password protection snazzy and cool.
LastPass, the only major competitor to Dashlane, goes for $3 per month for the same features as Dashlane's $4 per month premium personal plan. Something they seem to be totally ok with given that they are pushing for a higher-end experience.
Smart move, here's why:
They win on a more refined experience instead of driving down prices within their market. Think about it, both of these softwares do the same thing, yet Dashlane earns an extra dollar over LastPass users. Sure, they might have less customers, but they earn 33% more money per user. In turn, LastPass' 16M users at $3 per month earn $48M compared to Dashlane's 10M users that earn them $40M in monthly revenue.
If Dashlane had gone the route of charging a dollar less their revenue would be cut in half. But by positioning the brand to be a premium alternative and an experience worth paying extra money for, they can compete. Clearly, there is some serious validity to playing up in a "downgraded" market.
With the numbers established, let's take a look at some brass tacks: who is this brand for and why they care.
This is all speculation, but given that I'd seen ads for Dashlane on several design-related YouTube channels, I'm guessing Dashlane's ideal user is someone in the tech scene with money to spare and willing to pay for an elevated experience. Why this matters to this user is the fact that they don't have time to fiddle in run-of-the-mill tech like LastPass and instead yearn for something fresh and easy to use. They are neophiles with a taste for well-designed software. Paying the extra dollar is worth the boost in esteem and status. Dashlane built their brand around this.
Compared to the consumer LastPass attracts (the person looking for a conservative, affordable option), this tech-savvy user base allowed Dashlane level up the market.
My favorite color to wear is black. Typically, I'm wearing a Buck Mason black T-shirt, Levi's blue jeans, and white sneakers. However, I would not wear that to the gym. In the gym I wear a black dri-fit, black shorts, and black training shoes. And while that's great attire for the gym, I would not wear that to a wedding. Instead you'd find me in an all black suit. Regardless of what I'm wearing though, I'm still the same person. I have patterns, yes, like wearing black, but it's important to fit the occasion.
You can run with the design of your branding the same way. What is the occasion we are designing for and how do we flex our visual identity to match? What matters most is whether or not the personality underneath stays the same and can be felt.
Dress for the occasion and be yourself.