Why “Dare To Be Different” and what does it stand for?

A strap line can be incredibly powerful and important to a brand, “Just Do It”, “Love It or Hate It”, “I’m Lovin’ It” or “Think Different” - and if you don’t know which brands these belong to, it won’t take you long to find out (and where have you been?!).

A strap line is a phrase that accompanies your brand name, it helps customers learn more about you and helps them to figure out why they should choose you over somebody else. It’s a simple caption that should capture the ethos around your brand and what you stand for.

Literally defined, Dare To Be Different means:

dare

/dɛː/

verb

1. have the courage to do something.

2. defy or challenge (someone) to do something.

noun

a challenge, especially to prove courage.

different

/ˈdɪf(ə)r(ə)nt/

adjective

1. not the same as another or each other; unlike in nature, form, or quality.

2. distinct; separate.

As you’d expect this is a good place to start when getting into what Dare To Be Different means and what it stands for to us.

Our goal from the very conception of Oneskee was to create a brand that was different from everything else, whose products stood out from the crowd in the right way. We were instantly different from the vast majority of ski and snowboard clothing brands because we specialised in one piece suits, and it’s always a risk or a challenge going against the grain or the norm.

We wanted to introduce a brand with new innovative ideas and a refreshing style into an industry that has a tendency to stick to what they know and have a traditional outdated feel. We were willing to try something different that we thought people would embrace and bring a smile to people on the mountains.

Dare To Be Different goes beyond just how we want people to see our products and style though, it means more than that. It’s about trying to stay away from any stereotypes, in-particular those that we perceive to be negative. As we grow and build more influence, we want to open snow sports up to a wider ‘different’ audience and increase participation. We are careful about who we work with and what associations we develop, it all feeds into that ethos of standing out from the crowd in a positive way by daring to be different.

Different isn’t bad and taking on a challenge or having the courage to do something is good, remember; “in order to be irreplaceable one must always be different.”