Hi {{given_name}},

Have you ever poured your heart into crafting the perfect brand message, only to watch it disappear into a sea of competitors who sound exactly like you?

You might be missing the one thing that transforms forgettable brands into movements: a clearly defined enemy. 

💡 This week's 80/20 rule - Add one sentence to your About page that explicitly states what your brand stands against e.g., "We're against hidden fees that punish loyal customers" or "We're against hustle culture that burns out founders”.

🧠 Think of a brand enemy like a flag planted on a hill. When you declare what you stand against, you're not just positioning your business. You're giving your ideal customers a tribe to join and a cause to rally behind.

Research shows that 70% of consumers buy from brands that reflect their personal values. Even more striking, over 88% of US consumers purchase from brands aligned with their values, with 64% willing to pay premium prices for that alignment.

This works because of Social Identity Theory, which shows that humans naturally organize into groups and develop strong preferences for their "in-group." When you define an enemy, you activate this tribal instinct, transforming customers from buyers into advocates. The result? Emotionally connected customers have 306% higher lifetime value and are significantly more likely to recommend your brand.

It's like being the captain who points to the horizon and says "that's where we're NOT going." Suddenly, everyone on the ship knows exactly which direction you're sailing, and they're rowing together because they believe in the destination.

👓 Warby Parker – This eyewear brand explicitly positioned against Luxottica's monopolistic control of the glasses industry and the resulting inflated prices. They revealed to consumers how much they'd been overpaying, making the "enemy" crystal clear. This oppositional positioning generated such strong word-of-mouth that a significant majority of acquisition came from referrals, building a $7+ billion brand largely through organic growth.

🧴 Dove – This personal care brand took a stand against unrealistic beauty standards perpetuated by the beauty industry, launching the "Real Beauty" campaign featuring everyday women instead of models. By making the beauty industry's impossible standards the enemy, they created deep emotional connections with customers. The campaign drove a 10% revenue increase in a single year and generated free media exposure worth 30 times their initial advertising spend.

Identify what frustrates your clients about your industry

Ask yourself: what do clients complain about before they find you? Maybe it's vague pricing, cookie-cutter solutions, or consultants who disappear after the sale. That frustration is your enemy. The key is finding something your ideal clients already resent, so your opposition feels like validation rather than a sales pitch.

Write your enemy statement using this formula

Use this structure: "We're against [specific industry problem] that [negative outcome for clients]." For example: "We're against marketing advice that sounds smart but never gets implemented." This formula works because it names both the problem and the pain it causes, making your stance immediately relatable.

Add it to your About page right after your mission

Place your enemy statement within the first two paragraphs of your About page. Don't bury it. Make it impossible to miss so visitors immediately know what tribe they're joining. This positioning activates the in-group bias that makes people feel like they've found "their people."

Pick an enemy your customers already hate

Think about what annoys your buyers about typical products in your category. Overpriced markups? Wasteful packaging? Confusing ingredient lists? Name it clearly. The best enemies are ones your customers have already complained about, so your stance feels like you're reading their minds.

Add your stance to your product descriptions

Instead of just listing features, frame them against your enemy. Write: "Unlike brands that [enemy behavior], we [your approach]." This turns boring specs into a values statement. You're no longer competing on features alone. You're competing on philosophy, which is much harder for competitors to copy.

Include a card in your packaging

Add a small insert that reminds customers why they bought from you. A simple "Thanks for standing with us against [enemy]" reinforces tribal belonging with every unboxing. This post-purchase reinforcement turns one-time buyers into repeat customers and brand advocates.

1️⃣ The rule change: Add one sentence to your About page that explicitly states what your brand stands against.

2️⃣ Why it works: Defining an enemy activates Social Identity Theory, giving customers a tribe to join. 70% of consumers buy from brands that reflect their values, and emotionally connected customers have 306% higher lifetime value.

3️⃣ The result: A simple one-sentence addition that transforms your brand from a forgettable vendor into a movement people want to join.

🔎 For this week's website review, let's look at Lost Dutchman Spirits. Lost Dutchman Spirits is an award-winning small-batch gin distillery based in Wales, UK, offering both direct-to-consumer sales and hands-on gin-making experiences.

💡 The Good:

Clear customer pathways

The site smartly separates two distinct journeys: buying gin online and booking experiential classes. This prevents confusion and lets visitors self-select based on what they're actually looking for, whether that's a bottle delivered to their door or a memorable day out.

Strong credibility signals

Rather than just claiming quality, the site leads with international awards and recognition. This third-party validation does the heavy lifting for trust-building, especially important when asking customers to pay premium prices for craft spirits.

Experience-driven differentiation

The Gin School offering transforms this from a simple online shop into something memorable. By letting customers create their own personalized bottle, they're selling an experience that competitors can't easily replicate. It's a smart way to stand out in a crowded market.

🔧 Suggestions:

Show shipping info earlier

Visitors shouldn't have to dig through checkout to find delivery details. A simple banner or footer note about shipping zones and estimated delivery times would remove friction before it starts.

Create a gift guide or bundle section

With products like miniature sets already available, a dedicated gifting section would help visitors shopping for others. This is especially valuable during peak seasons when people are looking for unique presents.

See you next time for another simple, high-impact strategy!

The LOGO.com Editorial Team