Ah, the “challenger brand” label. It’s edgy. It’s rebellious. It makes you feel like the underdog ready to shake up the industry. But let’s be honest—are you really challenging anything, or are you just calling yourself one because it sounds cool in a strategy deck?
A true challenger brand doesn’t just exist outside the top three in market share. It thinks, acts, and moves differently. It picks fights with industry norms, calls out outdated practices, and dares to do what others won’t.
So, let’s test that challenger spirit:
– Are you making bold moves that might ruffle some feathers, or just tweaking what’s already been done?
– Do you have a clear enemy (yes, real challengers have one), or are you just trying to be liked by everyone?
– Is your brand voice unmistakable, or could it belong to any number of competitors?
– Are you setting new standards, or just slightly adjusting the status quo?
Being a challenger isn’t about attitude alone—it’s about action. It’s about giving your audience something to rally behind, not just a new shade of blue on your logo.
So before you add challenger to your next brand deck, ask yourself: Are we really challenging anything? Or are we just talking to ourselves?
Because the real challengers? They don’t need to tell you—they show you.