At some point you have to draw a line in the sand. 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 business must stand for something.

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

Your business’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 is presented in a way that is new and interesting. It makes your target audience eager to find out more about you and your business. It helps cut through the marketing noise and becomes a valuable asset for your brand.

Your anchor belief is exciting. It’s exciting for you and those who are exposed to it. It makes people want to share it because they agree with your philosophy and stance in the marketplace.

You must be completely focused on your anchor belief. It helps define your brand and gives prospects clarity about you. This is why it’s absolutely critical to ensure your philosophy and message is a part of all you do, whether that be a marketing campaign, video, blog post, product, webinar, or presentation.

Because your anchor belief is unique to you, you create distance between you and the rest of the competition. It gives you great leverage in building and strengthening your audience and community.

You should create positioning that is unique to you. When people attach themselves to your anchor belief, you not only create brand advocates but you establish yourself as a leader and authority. This enables you to sell more of your product or service and opens the door for more opportunities.

It’s easier to get someone to buy into your philosophy and anchor belief than it is to buy a product. Once they’ve bought into your philosophy, it is super easy to sell your product.

Keep your message simple. Prospects hate complexity and confusion with a passion. Confused prospects will never buy from you.

I leave you with a song that you’ve probably heard before. But after reading this post, there’s a fair chance you’ll hear it differently. Enjoy.