Alright, this probably sounds very bizarre, doesn’t it? Honestly, it makes entirely sense why, well, a business alienating its audience would make no sense at all. It’s basically counterintuitive.
Traditionally, the goal is to attract and retain customers. However, believe it or not, there are instances where intentionally alienating a specific group could lead to unexpected benefits. When you’re trying to rebrand or when you’re trying to make sure no bad PR comes your way due to a bad batch of people using your brand, it’s entirely understandable that you want to alienate them.
Honestly, in order to completely avoid business failure, it might very well be something that you need to do in the first place. So, with that said, here’s exactly why this could help your business rather than hurt it.
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Focusing on a Hyper-Niche Identity
By deliberately alienating certain segments of your audience, you can carve out a unique niche for your brand. Sometimes, at the beginning of your business, it’s not something you think of doing or know how to do. That’s okay because as your business grows, you can morph it into how you want. This exclusivity can make your products or services more coveted by those who align with your unconventional approach, fostering a sense of belonging among a select group.
Ideal for Challenging the Status Quo
Nowadays, there are a lot of hot topics out there, and sometimes alienating can be the only thing you can do. Nowadays, the political climate is very strong, and maybe there are groups that use your business, and you’re just not comfortable with it. Maybe you personally have changed your views, and you see this as a time to rebrand.
So, generally speaking, alienating your target audience can be a strategic move to challenge industry norms and redefine standards. If your brand is built on pushing boundaries and questioning established practices, intentionally distancing yourself from the mainstream can be a powerful statement of rebellion.
Evolving with Changing Trends
Nowadays, it seems as if trends just keep coming and going on repeat. But you have to keep in mind that in fast-paced industries, staying relevant means being adaptable. But what exactly does alienation have to do with this, though? Well, deliberate alienation might be a way to shed outdated perceptions and appeal to a new, emerging audience.
For example, maybe your business used to cater to a strict, old-fashioned crowd, but now that you were able to get licensing lawyers (for something like alcohol or gambling), you’d rather attract a younger or more lenient crowd. This is pretty normal, especially if your previous audience lacks the same views as you.
Ideal for Aligning with Subcultures
If your brand seeks to align with a specific subculture or counterculture, intentionally alienating the mainstream may be necessary. Usually, when a business starts out, it’s still trying to discover its voice and who it is. But it gets to a point where you know what your business is and its voice. So this can create authenticity and resonance within the subculture, leading to a more passionate and dedicated customer base.