Creating a category of one is a big opportunity—and no small challenge.
We can’t tell you how many of our current client initiatives involve creating and building a unique category. Actually, we can–it’s four–all legitimately distinct technologies that address unmet needs in their markets. That’s a great place to be, and we’re fortunate to play a role in bringing these disruptive offerings into the world.
But it’s a dynamic that comes with its own set of challenges, and there are some important things to keep in mind for achieving categorical success:
- It’s tricky.
It’s rarely evident to your audiences that your offering is categorically different, because people have a strong tendency to associate something new with something familiar. They may link it with something that’s already in the market, a connection you’d rather they didn’t make. On the other hand, if the product is seen as completely unlike anything else out there, your audience may turn away because they don’t understand what it is or how to use it. It’s a needle of perception you need to thread carefully, and support with a solid story and proof of differentiation.
- It takes discipline.
Creating your own category is not a light lift. It requires committed strategic intent. Prioritization, repetition and consistency of messaging. It also means that you will likely need to reframe your communications strategy to be category-first…introducing the category and the need for it as foundation for the product itself.
- Earlier is better.
To build a category you need to tell a story, just as you would with a product or company, with the why’s, what’s and how’s. Telling that category story is a process that can and should begin early, even before product approval, laying the groundwork for the product introduction. An early start also enables you to integrate your category into the product naming convention, get it on labels, determine your messaging architecture and more.
The takeaway: It’s a big advantage to have a product that’s a category of one—but just because you have it doesn’t mean you have it made. You need to invest the effort and discipline to define your market differentiation, frame your strategy and shape your story. When you do, you are well on the way to categorical success.
