When we say “proactive” and “reactive”, what does that mean—and what does it mean for your brand’s positioning and longevity?
When we talk to clients about branding, we talk about a brand’s position—how your brand differentiates itself in its market. No matter what your product or service is, you can be sure you’re not the only one doing what you’re doing. You’re part of a history (even if very short). It’s impossible to exist in a vacuum. But is your brand’s position proactive or reactive?
A proactive brand is, basically, a brand with a plan. It knows itself, it knows its place in the market, and it knows how to occupy that position effectively through what it does—and doesn’t—do. A reactive brand, by contrast, is one that does just that—reacts to whatever is going on around it at the time. With modern consumers ‘trained’ to see organized, cohesive, consistent brands, being more reactive can come off as erratic and alienate your customer base. Equally worrying, being too reactive can rely on consumer awareness of what you’re responding to. Let’s look at a recent example: Pepsi’s entry into the sparkling water market, bubly, vs seltzer juggernaut LaCroix’s long game.
bubly’s parent company, Pepsi, knows their market and their competitor—and they should. Despite the fact that you’ll be hard-pressed to find an article that mentions bubly without mentioning LaCroix, they have managed to differentiate themselves. Here are some key takeaways for your small business:
Knowing your audience is critical
A quick Google search will tell you that bubly (that ‘b’ is lower-case on purpose) hits the millennial market HARD: cute, all-lowercase messages on the can’s tab, bright colors, simple, clean, minimalist packaging, omitted vowels. Every box is checked and ready for consumption in a market where cans are a significant part of the experience—and your consumer’s identity. Everything is on point, and poised to bring in a projected $100 million.
The trick? Knowing both what you are and what you aren’t as a brand, and a crystal-clear vision of the position your brand occupies in its market.
“I don’t want to talk about authenticity”
‘Authenticity’ is, notoriously, a moving target. bubly doesn’t try to hide what it is: Pepsi’s well-funded entry into the sparkling water market. Will this turn some people off? Sure. Is that a bad thing? Not necessarily (we’ll see if, longer-term, bubly goes the way of Crystal Pepsi).
For a small business, an “authentic” identity can actually prove counterproductive to your goals. That grassroots feeling can be a part of your brand’s identity. But, just like “professional”, “authentic” is not a personality.
Your brand’s identity only exists in relation to another brand
Reactionary branding is bold—in the short term, this could be a good thing. It could allow for short-term recognition—but longer-term, it’s difficult to sustain and may limit your brand’s ability to develop its own identity. But with growth comes change—and, especially in small business, change without a plan can be disastrous.
Your takeaway? A strong brand identity grows and changes over time. A solid identity is agile—able to seamlessly adapt and respond to current events or changes in its own voice—rather than just responding and making things up as you go.
The bottom line is that your brand needs to be proactive in developing its identity in order to maintain the trust you’ve cultivated with your customers. Big-name brands may look like they’re making things up on the fly, but behind the scenes, there’s a clear plan in place. If any of this sounds familiar, we’re here to help!