Brands are only as strong as the conversations they create from the experiences people have with you.

There can be 7 billion different versions of your brand. Your goal is to make them all reflect the positive change you’re trying to make in the world.

It’s about staying on top of people’s minds and being the first one they think of in a certain niche. Promoting your originality, creativity, and strategy, because you’re influencing something that isn’t tangible by managing people’s perceptions.

A different POV so you don’t get stuck in the same category as other companies.

Your brand can create an instant buying reflex or get you quickly looked over.

Your POV will make or break your brand

Your POV is more than just a catchy tagline.

It’s new ideology that is related to its objective. Almost like a red pill you’re giving your audience.

Companies typically make the subconscious decision to compete inside established categories rather than create new ones. Then, they add a generic tagline that doesn’t show any individuality for what they offer the market.

What creates the category is your POV.

If your tagline can be used by another company and still hold its meaning, then you don't have a POV worth sharing.

Example: Hyundai’s old tagline “Drive your way.”

As if, in a brand new Range Rover, you don’t get to “Drive Your Way.” New Ferrari? You don’t get to “Drive Your Way” either.

- Category Pirates

Make people believe there is no substitute

Comparing features and benefits is not enough to win against competitors. It’s more which “tribe” are ppl buying into if they purchase your product.

What does your product say about them?

Did it elevate their perceived status? Make life easier for them? Give them interesting stories to talk about?

If what you’re selling cost $50, show why it’s worth $500. Sell painkillers, lifestyle upgrades, status symbols, peace of mind, better versions of themselves.

Define a larger cause than just selling products or services.

How To Create Your POV

Frame an overlooked problem and show a different and better future. Then show how your offer is the bridge to get them to that better future.

It’s why redpill content is so popular right now. It brings awareness to problems when you thought everything was perfectly fine and gets you hooked on what the solution can be.

Apple told people to “think different” because technology was drowning in boring design. Now people don’t accept boring, unintuitive technology.

So don’t be boring, have a POV.