Question

Topic: Branding

How To Position Brand With Strong Subculture

Posted by Anonymous on 12/22/2006 at 12:51 PM ET 250 Points
My business is based on natural fibres/content and I would like to brand it to be buying natural by choice, but not 'eco' or 'green' conscious. I know my stock content (clothing, beauty prodcuts, gift items, furniture, etc.) will contain organic and eco conscious items. I am in favour of the movement and I do want the mix of my stock.

But I want to brand the company on the basis of going alternative according to your mood, style, health and/or moral compass. Of making alternatives accessible to all already inclined and making others consider the switch. How can I maintain the broader focus and not have the brand captured by the eco-movement either physically or in the minds of customers. Is it possible? or should I just be happy there is already a defined market?
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RESPONSES

  • Posted by prhyatt on 12/22/2006 at 1:27 PM Member
    Turitea-
    I think you have a great positioning opportunity and I would go for it. Your focus could be on benefits like these:
    Using natural products rather than products with "mystery" ingredients ("You know who you are-- make sure you know what's in the products you use on your face/in your home/on your baby," etc.)
    Being "real" as opposed to fake or artificial ("pure pleasure," "pure polish")
    Staying close to and in harmony with Nature, and the sense of comfort and satisfaction that provides.
    Testing concepts, tag lines, and benefits with the target market is always a good idea, but I think you'll find support for your products without getting on the green bandwagon. Good luck.
  • Posted by rjohnni on 12/26/2006 at 1:53 AM Member
    All. And Green

    Sensible. Style

    I'm not going to elaborate, as I want you to see the thinking.

  • Posted by charles.stannard on 12/26/2006 at 9:48 PM Member
    I like the idea of the name of the company, and then just adding ", Naturally."

    So, for example, "Terra Ware, Naturally." Plays on the natural theme, but also implies that the decision to buy the product was easy and a no brainer.
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