Hiker Brand: From Corner Shop to Global Hiking Authority

The Challenge: Specialization Through Niche Positioning

The first thing we did was to understand the vision and goals of the client. We realized that the client wanted to not only dominate the local market but also extend internationally. For this, we helped come up with a strategy that positions the brand in a niche rather than the broader “outdoor clothing” market segment that they were servicing and hoping to continue with. Our argument was that times have changed and the market is now saturated with BIG players owning not only a large share of the outdoor garments market but also the mindshare of active people looking for outdoor activities such as camping, canoeing, and more.

Although they have been in the outdoor market for almost 30 years, because the company had no proper strategy, planning, or marketing, they ended being just a corner shop. To go from that to seize a portion of the market would require a herculean effort. To make it possible and give the company a shot at it, specialization was the key.

By focusing only on the hiking market and utilizing content marketing and social media campaigns, the company stood a chance at being a de-facto brand for the hiking community worldwide.

This challenge requires:

• Niche positioning: Position brand in niche rather than broader market
• Specialization: Specialization was key to success
• Hiking focus: Focus only on hiking market
• Content marketing: Utilize content marketing and social media campaigns
• Global authority: Become de-facto brand for hiking community worldwide
• 30-year history: Company in outdoor market for almost 30 years
• Corner shop: Ended being just corner shop without strategy

Brand Strategy: From Corner Shop to Market Domination

The brand strategy we developed focused on specialization through niche positioning, moving from broader “outdoor clothing” market segment to focused hiking market. This strategy works because:

• Market saturation: Market saturated with BIG players
• Mindshare: BIG players own mindshare of active people
• Specialization key: Specialization was key to success
• Hiking focus: Focus only on hiking market
• Content marketing: Utilize content marketing and social media campaigns
• Global authority: Become de-facto brand for hiking community worldwide

Brand Solution: Hiker Brand Naming and Visual Identity

Once the positioning strategy was in place, we set to work researching and brainstorming a name that would fit the new direction. We wanted to create a name that would carry some weight and instantly create an association with hiking and be perceived as a major brand. Among the various brand name ideas, we came up with, “Hiker Brand”, was the right fit. It aspires to position the client as “the” brand for hikers.

We then proceeded to create a visual identity that involved a series of logo designs centered around the idea of mountains and an emblem-like design to further drive home the brand status of the strategy and the awesome brand name.

This brand solution works because:

• Weight and association: Name carries weight and creates instant association
• Hiking association: Instantly creates association with hiking
• Major brand: Perceived as major brand
• The brand: Positions client as “the” brand for hikers
• Mountain logo: Logo designs centered around idea of mountains
• Emblem design: Emblem-like design drives home brand status
• Visual identity: Complete visual identity system

Results: A Brand That Transforms Corner Shop to Global Authority

The brand strategy and visual identity we created for Hiker Brand successfully transforms a 30-year-old outdoor clothing company from corner shop to specialized hiking brand, positioning them in niche hiking market rather than broader outdoor clothing market segment. The “Hiker Brand” naming carries weight and instantly creates association with hiking, positioning them as “the” brand for hikers, while mountain-centered logo designs and emblem-like design drive home brand status, positioning them to become de-facto brand for hiking community worldwide through content marketing and social media campaigns.

Today, Hiker Brand uses this brand identity to attract hikers worldwide, positioning them as specialized hiking brand that focuses only on hiking market, utilizing content marketing and social media campaigns to become de-facto brand for hiking community, with brand strategy that transforms company from corner shop without proper strategy, planning, or marketing to specialized brand with clear positioning and visual identity that carries weight and creates instant association with hiking.

Related Case Studies

For more examples of brand strategy and positioning work, see our case studies on The Hiker Brand Label Design (complete transformation story), Apparel and Accessories Brand Identity (fashion brand strategy), and Fitness Apparel Logo Design (sports brand positioning).