I may be biased because she’s a Philly girl (like me!) but Pink, the singer-songwriter and musician, has always held a special place in my heart. So much so that she has influenced brand positioning strategies I use with my clients.
Stick with me, I’ll explain.
Music Artist Brands
At the turn of the millennium, there was a trifecta of rivaling pop-princesses dominating the airwaves in the aftermath of the boy band era:
- Britney Spears: America’s virginity-vowing sweetheart with Lolita-type performances.
- Christina Aguilera: The good-girl-gone-bad with an amazing voice.
- Jessica Simpson: The talented, religious girl who strove for popularity, but could get the top spot.
But what was the common thread that held all of these musicians’ hits together? Girls obsessing over boys. Stupid girls.
And then along came P!nk.
With a brightly hued pixie hair cut and songs like “There You Go” and “Some Girls”, she was the confident girl who could care less about pleasing boys and cared more for self-actualization.
Of course, that represented a stark contrast to the pop-princesses of the time. Pink’s persona was branded as the troublemaker; the butch-chick that would beat everyone up.
And she did…
Unlike other pop divas who may or may not have had scandals, breakdowns, and controversies that went against their initial wholesome images, Pink appears to be the only one that stayed true to her brand and hasn’t faltered on her hit-making potential.
This is why every entrepreneur can learn brand positioning secrets from her.
The P!nk Branding Principle
The biggest mistake you can make when marketing your business is to pull a Jessica (Simpson). You try to dominate an overcrowded market by going up against the bigger, established stars of your industry and try to be just like them.
The Pink Principle works by finding an opening in an over-saturated industry (or market) and then finding a genuine brand position to fill the gap.
Pink found a void within her genre and positioned her brand to fill it.
Britney Spears, Christina Aguilera, and Jessica Simpson were attracting fans that valued popularity and being attractive. In comparison, Pink attracted fans that valued self-reliance and confidence.
3-Steps to a Well-Positioned Brand
Whether or not you like Pink’s music or not, the Pink Principle is a simple and effective brand strategy. Here are three simple ways you can make it work for your small business:
- Research your industry. Create an excel spreadsheet to keep track of the key players within your industry. Then ask yourself a few key questions: “Who do they serve? What do they talk about? What type of experience are they providing? and What are their brand messages?”
- Determine the market voids. In your spreadsheet, make note of potential areas where you can differentiate your brand. “What parts of your industry are being neglected? Is there a niche market your products and services can serve? Is there a sub-market that isn’t being covered? Or does your company reflect an attitude or personality that is different, but genuine to your brand?”
- Position your brand to serve unmet needs. The final step takes the most guts, but offers the most reward – position your company to fill the gaps. The key is to do this in a way that resonates with your audience. Ask yourself: “How can I create a brand experience that is different from my competitors?”
How will you use the Pink Principle in your brand positioning? What other brands (or music artists) have you seen go against trends to dominate their industry?
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