Let’s face it, in your industry, whether you’re slinging coffee beans or coding websites, you’re one of a million. To rise above the noise, you need to find an enemy that is also your client’s enemy and call it out with gusto. That’s right – it’s time to make “the enemy of my enemy is my friend” your new branding battle cry!
Find Your Foe
Picture this: your clients are out there drowning in a sea of choices, and they don’t just need another [insert your amazing service here]. What they crave is someone who gets them, someone who hears their gripes and stands up against them.
So, what’s the villain in your client’s narrative? Is it the impersonal service that’s as cold as a penguin’s picnic? The cookie-cutter solutions that are more stale than last week’s bread? Or maybe it’s the overpromise-and-underdeliver philosophy that leaves everyone feeling duped? Hey, if it irks you, it probably irks your clients too.
Stand Against the Tide
It’s easy to say what we’re all about – “We value customer service,” “Quality is our middle name,” yadda yadda. But let’s get real – everyone says that. To truly connect with your like-minded clients, you’ve got to take a stand against what plagues them. That’s how you build a tribe, not just a customer base.
So, ask yourself: What can’t you stand about your industry? What makes you want to scream from the rooftops? Maybe it’s the lack of transparency or the overcomplicated jargon that even industry insiders don’t understand. Whatever it is, let it out!
Be the Change
Once you’ve identified your common enemy, it’s time to shout it from the virtual rooftops. Use your platforms to start conversations and spark debates. Be the contrarian that challenges the status quo. Show your clients that not only do you understand their frustrations, but you’re also doing something about it.
Remember, when you stand for something – or against something – you give people a reason to rally around your brand. They’ll appreciate your candor and feel like they’ve finally found someone who isn’t just selling them something but is actually on their side.
Rally the Troops
Now that you’ve made your stance clear, invite your clients to join the rebellion. Create content that speaks to their shared frustrations and showcases your solutions. Offer them an alternative that’s as refreshing as a lemonade stand in a desert!
And don’t forget to get your team on board with this bold branding strategy. When everyone from the CEO to the customer service rep understands what you’re fighting against, your brand message will be as strong and consistent as an unbreakable chain.
Dove does this through its “Real Beauty” campaign. By standing against unrealistic beauty standards propagated by the beauty industry, they promote body positivity and feature women of various shapes, sizes, and ethnicities in their advertisements. Their unconventional stance in the beauty industry resonates with customers who are tired of the narrow definitions of beauty.
The green movement has become a popular claim among companies, with many making false or exaggerated claims in the area of eco-friendliness. Ecoalf is a fashion brand that stands against greenwashing by committing to transparent and sustainable practices. They create high-quality recycled products and take an active role in cleaning up oceans and reducing waste.
The Bold Brand Wrap-Up
Being bold means being brave enough to call out the big bad wolf in your industry. It means standing shoulder to shoulder with your clients against a common enemy. And trust me, nothing forges loyalty like a shared battle.
So go ahead, be daring. Be different. Be the brand that doesn’t just blend in but stands out because it stands against. And watch as your clients become not just customers but comrades-in-arms on this brand-building journey.
Ready to join the bold brand revolution? Let’s show ’em what we’re made of!
If you need help identifying the foes worth fighting against in your industry, download my Bold Brand Manifesto Workbook!
In this workbook, you’ll be guided to craft your own bold statement that inspires action and resonates with your target audience, so you can start building meaningful connections with those that that share your vision and stand out as the industry champion.