Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition

10

Anchor Belief

IT'S TIME TO DRAW A LINE IN THE SAND. The time for you to share your viewpoints with the world is right now. I have no doubt in my mind you have a strong stance on something in your industry. Whatever you do, don't hold that opinion back!

Don't be afraid to take a stand.

Agreement with how things have always been said and done is not only boring; it slams the door shut on innovation. It leaves you very little room for creativity. Innovation and creativity are what keeps your brand fresh.

Sometimes you've just got to rant and rave. People love people who are passionate. When you feel strongly about something and your passion shines through, then your audience will get behind what you believe in.

When you are confident in your message and take a stand on something, you are standing out and positioning yourself as an authority.

Your brand must stand for something.

Fans are very attracted to a strong stance on something. All great brands have a point of view. A brand's philosophy or anchor belief, as I call it, is that thing that motivates you to do what you do.

Your brand's anchor belief is your brand's philosophy or viewpoint. It's a big idea that is the focus of all of your products, services, marketing, presentations, and any other element of your business. Its premise becomes the backbone of your brand.

Any brands that can identify and develop their own anchor belief will end up making a lot of money and find themselves ahead of the pack.

Your anchor belief ...