When I started thinking about brands, one odd idea kept coming back: What if your brand had an enemy? Not a villain like in a comic book, but something it clearly stood against. That shift from trying to love everything, to picking a side can make all the difference.
Picture two friends chatting at coffee. One says, “I love this brand because it’s everything I need.” The other shrugs and replies, “Yeah but it’s also so vanilla.” Which one sticks in your mind? The brand that means everything tends to vanish. The one that says “I’m opposed to that” that leaves a mark.
Why Every Brand Needs to Stand for Something
In a crowded market, saying “what we believe” isn’t enough. You’ve got to say “what we reject.” That’s what gives your brand a clear edge. When you openly reject a convention or rivalry, you define your identity and you invite people to pick their team.
But here’s a smart piece: the enemy doesn’t have to be wrong. In fact, the best brand battles are between two strong, legitimate choices. Think about big debates: Macs vs PCs. Starbucks vs Dunkin. Each brand stands for something different. Because each side is valid, your audience gets to pick and that choice builds loyalty.
Brands Win When They Stand for Something
Why do we gather around brands that take a stand? Because humans love sides. Our brains spark when we see contrast and conflict it triggers curiosity, excitement, even a little tension.
When your brand says “on this side we stand,” you’re inviting people not just to buy, you’re asking them to belong. That sense of belonging makes the brand memorable.
Think about it: when a brand is bland, nothing stands out. No one talks about it. No one gets excited. But when you have a clear “for” and “against,” you spark debates, conversations and word-of-mouth. And those are the things that make a brand real in people’s lives.
Every Great Brand Story Needs a Little Conflict
Let’s zoom out for a moment. Take travel lodging. There was the hotel model standardized, predictable. Then came another side: vacation rentals where you feel like a local. The battle between the “hotel model” and the “local-stay model” created a narrative.
That’s how one brand could say “we reject sameness” and win hearts. Your brand gets highlighted when people feel: “This is who we are, and that is who we aren’t.”
How Smart Brands Pick Their Enemies
- Don’t just pick a competitor. Pick an idea, a convention, something people accept but you don’t.
- Make sure it’s clearly understood. If your “enemy” is vague, people won’t care.
- Equip your fans. Give them facts, stories and a simple reason to say, “Yes I’m on this side.”
- Embrace debate. It’s okay if not everyone agrees right away. The point is that people feel something.
Your Stand Is Your Strength
Your brand’s voice becomes stronger when it has contrast. By defining what you’re for and what you’re against, you invite people to pick you and pick you wholeheartedly. This isn’t about being divisive just for the sake of it, it’s about clarity. It’s about authenticity. It’s about creating a story people want to join.
So here’s the ask: Look at your brand. What are you standing for? More importantly, what are you choosing to stand against? That line you draw? That might just be your brand’s greatest strength.
