Five Triggers to Make Your Brand Unbeatable

Summary

Want to build a brand that sets prices instead of competing on them? It boils down to mastering five authority triggers. First, adopt a unique point of view – a contrarian belief that sets you apart, even if it creates haters, like Dollar Shave Club's belief that razors were too expensive. Second, offer a clear, named step-by-step plan, like Dave Ramsey's 'baby steps,' which simplifies your offering and gives customers a language to share it. Third, introduce a unique mechanism that provides a new reason to believe, whether it's a new discovery, something previously unspoken in your industry, or a new definition for an old idea, like the air fryer. Fourth, identify a common enemy, uniting customers with your brand against a shared adversary, such as Apple against conformity or Liquid Death against boring water. Finally, establish rights and rituals that encourage customers to perform an action, like Tony Robbins' hot coal walk or Dave Ramsey's radio callers, creating a public signal of belonging. Implementing even one trigger can de-commoditize your business, while all five can lead to market dominance.