Some people think branding is all about being liked, about smoothing over your rough edges, about hiding who you really are to win over others. In reality, the opposite is true. Branding is about standing out. The best brands are love-it-or-hate-it scenarios.
Think about the most famous people on the planet — Oprah, Donald Trump, Kim Kardashian, Cardi-B, Elon Musk. How do they make you feel?
Think about the brands you love. Apple? Amazon? Target? Wal-Mart? And then think about those you hate. Apple? Amazon? Target? Wal-Mart? How do they make you feel?