Defining Your Brand Category

The company is considering whether to define a new category or rework an existing one to position themselves in the market. They believe in creating a brand that represents the future of work and emphasizes the importance of the employee experience. Their focus on the employee experience sets them apart from competitors and helps them win the mental battle of solving the problem of retaining engaged talent. They also prioritize the way they treat their customers and think about the customer experience. While it may be easier to position themselves as just an internet service, they want to create a brand that goes beyond that and encompasses a particular perspective on work and employee treatment. They aim to win the mental battle by differentiating themselves and highlighting the unique problem they are solving. They also acknowledge the old way of thinking and consider it as a concept that exists but not at the forefront of their brand.