Billie: Brand Positioning Case Study

Meet Billie.

A razor brand born to fight back.

Its founders realized women were paying 25% more that men for the same razors. So they decided to do something about it. 

Let's break it down...

💼 The Brand: Billie

• Billie was founded in 2017 by Georgina Gooley and Jason Bravman to provide women with a quality shaving experience that was affordable and sustainable.

💛 The Heart (Mission & Vision)

• Billie's mission is to create a shaving brand that's focused on women's needs. They believe that shaving should be an experience that's free of all the gimmicks and unrealistic beauty standards that women are often exposed to.
• It started when they noticed that women were overpaying for razors that had been designed for men, while also being shamed for having body hair.

👤 The Head (Strategy & Positioning)

• Billie has differentiated themselves from other razor brands by fighting back against what they’ve coined as the PINK TAX —the extra amount women are charged for certain products (like razors) or services.
• They’ve also put a stake in the ground as “the first women’s razor brand to show hair” with models and product shots containing “hairy legs and armpits” proudly displayed.
• Unlike other big box brands, Billie empathizes with its audience speaking directly to the body shaming and sociatel pressures facing women.
• Billie's branding is playful and fun, with bright colors and quirky messaging. This makes their brand stand out on the shelves (they’re now in Target) next to big box competitors.

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✋ The Hands (Tactics):

• Offering a referral program that rewards customers with free razors for every friend they refer.
• Collaborating with other female-founded brands to create limited edition products, like their "Future is Female" razor.
• Utilizing social media to engage with their community authentically and share their message of inclusivity and body positivity. This stands in stark contrast to the *“I’m your Venus”* Gillette commercials from yesteryear.

How You Can Steal Their Strategy

Empathize with your customer's pains

Billie's success lies in their ability to empathize with their customer's pains, rather than promoting unrealistic beauty standards or charging extra just because they can.

In order to create a brand that resonates with your audience, it's important to understand their needs and pain points.

What are they struggling with? How can your product or service solve their problem?

One strategy you can use is called a “spiky point of view” — a term coined by Wes Kao (Founder of Maven.io).

It’s essentially a thesis statement that you feel strongly about. And when your audience shares that perspective, that’s when the magic happens.

How do you know if you have a spiky POV? 

• A spiky POV can be debated
• A spiky POV is rooted in evidence
• A spike POV requires conviction

Want to dive deeper? Check out Wes Kao’s full article here.

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