The International Builders and Kitchen & Bath Industry Shows are nearing the horizon. And our team is excited for the annual opportunity to lead client brands and engage with channel influencers. We look forward to experiencing how the most relevant exhibitors deliver promises. And their unique selling propositions.
The industry leaders typically maintain their impressive postures. “Goliaths” after all are by definition, obvious. And their commitment to marketing is a clear signal for the vitality of today’s economy.
But what’s particularly curious is to recognize their competitors. Those many “Davids” – the challenger brands – at this year’s event.
Challenger brands begin their existence as underdogs… fighting for recognition in markets often dominated by larger players. What sets them apart is their bold approach to competition. Challenger brands innovate. They disrupt. And connect with audiences in ways that market leaders often cannot. Or will not.
For companies in the building products industry, understanding and adopting challenger-brand strategies becomes the key to gaining market share – carving out a loyal customer base – and ultimately driving significant growth in building material sales.
What Makes Challenger Brands Unique?
At their core, challenger brands possess unique mindsets:
- Customer-Centric Challenger brands prioritize understanding and fulfilling unmet customer needs. They go beyond simply selling products. Rather, they grow loyal relationships – by providing valuable solutions – and offering exceptional experiences.
- Innovation-Driven They are constantly seeking new and better ways. Developing groundbreaking builder products. Improving existing processes. And discovering more innovative paths to engage audiences.
- Agile and Adaptable The competitive landscape is constantly evolving. Challenger brands are quick to adapt to changing market conditions. Discovering new prospect preferences. And leveraging more effective, emerging technologies.
- Purpose-Driven They operate with a clear sense of purpose… beyond simply maximizing margins. Perhaps with a commitment to sustainability and social responsibility. Often targeting a mission to improve the lives of their customers.
- Storytellers Challenger brands are masters of visualization. They use compelling narratives to connect with their audience on an emotional level, to grow brand loyalty. And to create an expanding sense of community.
Top Three Successful Strategies for Challenger Brands
1. Differentiation Through Innovation
Challenger brands often identify gaps in the market that established players overlook:
- Behr Paint Disrupted the paint industry by pioneering the single coat paint-and-primer combo. While positioning the brand as a convenient, time-saving solution… especially for DIY and first-time homeowners.
- Crossville Inc. Introduced innovative large-format porcelain panels in the tile and flooring industry. Appealing to influential designers and contractors seeking sleek, modern aesthetics.
2. Purpose-Driven Branding
Aligning with customer values resonates well with target audiences.
- Interface This flooring company created a strong commitment to sustainability and environmental responsibility. They have pioneered the use of recycled content in their carpet tile – and actively reduce environmental impact – throughout their entire supply chain. The brand demonstrates how a strong interiors product brand can align with a larger purpose… connecting with architects, designers and building owners who prioritize eco-friendly and sustainable practices.
3. Leveraging Digital and Niche Storytelling and Experiential Marketing
Challenger marketing strategies often leverage digital platforms for connecting to niche markets with unmet aspirations… and that help build robust online communities. Challenger brands excel at connecting with their audience on an emotional level. Engaging storytelling and immersive experiences can build strong brand loyalty and create lasting impressions.
- Pfister’s “American Plumber Stories” docuseries highlights the fascinating personal stories of plumbing professionals… building brand awareness while addressing the critical labor shortage facing the trades.
- Zip System Sheathing Marketed its innovative structural sheathing and tape as a superior, weather-resistant alternative… through contractor success stories.
Key Takeaways for Building Product Leadership
Focus on Innovation Deliver the next big innovation in your product or service.
Embrace Your Identity Lean into what makes your brand truly unique.
Leverage Digital Platforms Utilize challenger marketing techniques – including digital marketing and social platforms – to engage your audience directly.
Invest in Customer Experience Ensure that every touchpoint delivers value. And builds loyalty.
By embracing these strategies and cultivating an authentic challenger brand mindset, competitors in the building products and kitchen & bath channels can not only challenge market leaders — but also redefine what success is — in their category.
They can break free from the constraints of traditional marketing. While building a brand that is highly differentiated. And truly unique. Connecting more intimately with audiences. And ultimately driving significant growth in building material sales.
If you’d like to explore what a challenger brand mindset can do for your brand – or if you’ll be in Las Vegas for the shows and would like to meet for a cup of coffee – let’s compare notes together. Send an email to Steve at sk@kleberandassociates.com and let’s get the conversation started.
