How to adopt a challenger mindset
There are three steps to take when it comes to embracing your inner challenger:
1. Determine exactly what you are challenging
This may sound easy but when put into practice, understanding and defining your single-minded challenger point of view can be quite a tough task. What is it that you are challenging? Is it a specific competitor or the market leader head-on, your category and the typical way things are done, or are you challenging a cultural or societal norm?
Assigning a challenger archetype is a great way to add structure to challenger thinking. Once you add some clarity and direction around what exactly you’re challenging, you’re halfway there.
2. Bring your challenger archetype to life in a way that’s true to your brand
Adopting a challenger mindset doesn’t mean losing your brand identity. People don’t want cookie cutter brands – they want unique brands with a strong identity and understanding of who they are. Make sure your archetype is applied and brought to life in a way that is true to your brand identity and is right for your consumers.
3. Challenge with conviction
Challenger brands have confidence in their actions. Once you understand what you’re challenging and how that comes to life for your brand, it’s time to live and breathe your challenger ethos through all you do. This includes what you say – your advertising and marketing, and what you do – your business processes, company structure and PR story.