Why Embracing a Point-of-View is Key to Building a Brand That Resonates
In today’s crowded marketplaces, a strong point-of-view (POV) isn’t optional—it’s essential. Brands with distinct perspectives stand out not just for what they sell but for what they stand against. Embracing conflict and contrast is one of the most powerful tools for brands to cultivate loyalty, deepen connections, and establish a competitive edge. Here, we’ll explore why conflict matters, how it drives engagement, and how you can leverage it to build a brand that commands attention and attracts superfans.
Why Conflict is Essential in Brand Building
Most brands fear conflict, shying away from opinions that could alienate potential customers. But conflict isn’t about being divisive for the sake of it; it’s about clarifying who you are and what you stand for. When you establish a strong POV by taking a stand on industry practices or outdated assumptions, you’re positioning your brand with sharp clarity. This is precisely what separates brands that gain traction from those that remain forgettable.
In a recent webinar, The Brand Curve, we explored how brands with a bold POV see an interesting dynamic: the clearer their stance, the stronger their positioning power. Unlike most brands that sell features or product attributes, these POV-driven brands focus on bigger ideas that sit above their products or services, drawing in customers who genuinely align with their perspectives and beliefs. The more polarizing the POV, the more likely it is to attract superfans and foster loyalty.
An example of a brand we’ve worked with at Young & Co. that’s used this strategy is Henson Shaving, a family-owned business creating high-precision razors. Henson took a stand against a broken shaving industry that prioritizes business models over true product innovation. Most competitors promote disposable models and “innovations” that don’t actually improve shaving results, while Henson emphasizes longevity. They didn’t just sell razors; they challenged the pervasive belief that razor burn is a user problem, exposing the industry's shortcomings. This bold stance didn’t appeal to everyone, but it resonated deeply with customers who were frustrated by the lack of transparency and true innovation.
Using Tension to Drive Audience Engagement
People respond to brands that make them think, feel, and question. Embracing contrast and tension within your brand messaging can invite genuine discussion and create memorable experiences. By intentionally creating space for conversations that matter, brands give customers a reason to engage that goes beyond simple transactions.
Consider Vital Farms and its bold “Bullshit Free” brand messaging, which directly challenges the vague “cage-free” label used by many competitors in the egg industry. Walking the egg aisle, shoppers encounter claims about cage conditions without a real sense of what they mean. Vital Farms saw an opportunity to expose the industry’s lack of transparency, humorously educating shoppers on the true difference with their “pasture-raised” approach, featuring a real Vital Farms farmer to reinforce the authenticity. The campaign didn’t just gain followers; it created a ‘moment of re-evaluation’, inspiring customers to question other brands’ claims. Shoppers began to see Vital Farms as a thought leader in ethical and humane practices, which elevated the brand beyond product differentiation to a stance against industry-wide shortcomings.
Photo: Vital Farms
Establishing Boundaries to Strengthen Your POV
A clear POV requires setting boundaries—articulating not just what your brand loves but also what it opposes. This boundary-setting creates definition, allowing like-minded customers to see themselves within the brand and reinforcing why they should choose you over alternatives. In a marketplace full of “nice” brands, those that aren’t afraid to draw a line often command the strongest loyalty. During The Brand Curve, we examined how boundary-setting creates a dividing line between brands that resonate and those that blend into the background. When a brand draws a line, it’s easier for customers to say “yes” or “no”—a stark contrast to the indifferent reactions that most brands receive.
Many brands operate with no clear boundaries, relying on platitudes like “quality,” “innovation,” and “excellence” to distinguish themselves. But boundaries set you apart. When e.l.f. cosmetics expressed a disdain for the number of men on boards of beauty company (particularly those named Richard) through their So Many Dicks campaign, it turned traditional marketing on its head. Rather than focusing on beauty products, the brand amplified a point-of-view about the the lack of diversity in their industry - and showcased the diverse faces that make up its own board. Not only did the campaign boos familiarity, it allowed e.l.f. to differentiate from others in their category.
In an era where customers are inundated with choices, a bold POV is often the best way to stand out. Embracing conflict, leaning into opposites, setting clear boundaries, and creating experiences that challenge norms all contribute to a brand that resonates deeply with its audience. Not everyone will love you—but that’s the point. By crafting a brand that prioritizes clarity over consensus, you’re building a loyal following that sees themselves in your vision and wants to be a part of it.