Brands like Subko, The Whole Truth, Graza, and Olipop didn’t just launch products; they built a perspective, carved out an identity, and created buzz and sales.

I get it, it’s a nerve-wracking place to be when you're launching a brand. Maybe you’ve put your last salary or hard-earned savings into it. You just want the brand to work, to sell. But trust me: having a good product is only part of the story.

Finding Your Brand’s Space

Most new brands fall into one of two patterns:

1. Going too far left, trying so hard to be different, they become unrelatable.

2. Playing too safe, blending in so much they disappear altogether.

The sweet spot? Positioning. Understanding where you belong in your customer’s mind. That’s where the 60/40 rule comes in:

• 60% fresh, bold personality or perspective, something new.

• 40% familiar cues, so your brand doesn’t feel completely out in left field.

This balance lets you break through while still being recognizable.

The Whole Truth: A Masterclass in Positioning

Take The Whole Truth Foods in India. Instead of becoming just another healthy food brand, they chose to go sleek, honest, and minimalist. No hyperbolic health claims like “cures arthritis pain”, just simple, transparent messaging. That clarity didn’t just make them different; it made them credible.

Graza: Disrupting a Saturated Olive Oil Market

Then there's Graza, the olive oil brand that shattered expectations. While most olive oils leaned on heritage and glass bottles, Graza launched a vibrant, green squeeze bottle that's impossible to ignore. But it wasn’t just packaging; they tapped into DTC and influencer culture to tell a fresh story.

Here’s how it paid off:

• Sales grew from $4.4 million in 2022 to $19.7 million in 2023, with projections soaring past $48 million in 2024.

• They’re now sold in over 13,000 grocery stores, including Whole Foods and Costco, and have become a viral content favorite.

Graza’s success proves that in even the most saturated categories, bold positioning and authentic storytelling can skyrocket growth.

Why Founders Should Embrace Creativity

Playing it safe might get your brand off the ground. But if you want to grow, you need risk. In today's crowded market:

• Creativity is your superpower. It's what makes someone stop scrolling.

• Positioning isn’t surface-level flair. It’s your foundation. It shapes every decision, from logo to messaging to visual tone.

If you're thinking, “I just want this to work”, this is how it works.

What I’ve Learned

Early in my career, I too leaned toward safe choices, partly out of fear, partly out of inexperience. But over time, I’ve seen how brands that lean into their unique POV and don’t shy away from bold positioning get remembered and chosen.

So, if you’re building a brand: ask less “How do I copy what’s already working?” and more “What fresh perspective can my brand bring to this space?”

That’s where the magic and growth begin.