A Brand With No Tension Is a Brand With No Teeth
Safe is good. It’s predictable, has been proven, and is easily replicable… It’s just safe.
It’s the easiest brand decision you’ll ever make. But it may be the worst decision.
Because while you’re making sure no one is offended, surprised, or confused, someone else is building what people will actually remember. Not necessarily because it’s louder or edgier but because it makes a different statement and stands on it.
That’s the real power of brand tension.
It’s not just about being different or rebellious for the sake of it, nor is it about being loud or shocking just to grab attention. But choosing to stand in contrast with norms or some widely accepted default that your audience is used to… in a way that actually matters.
Tension is what turns a product into a message and separates one brand from the other. It’s why people say, “That’s the one that gets me.”
Tension doesn't always equal Rebellion
As earlier mentioned, tension isn’t always controversial.
How about brands like Liquid Death? Sure, it’s extremely bold, gory, outrageous, and incredibly genius for the audience it was made for.
But brand tension shows up in a thousand different ways. It can be calm but uncompromising, soft-spoken but powerfully opinionated, and elegant but unapologetic. It can be funny, weird, minimal, quirky, plainspoken, disruptive… all depending on who they’re talking to and what they’re standing for or against.
What they all have in common is they’ve made a clear choice about what they are, what they’re not, and the unique value they provide.
Something about the brand says, “We’re not like that. We’re this.” And that contrast is what attracts the right people.
Real Tension is Rooted in Relevance
Tension feels risky. “If we narrow too much, we lose opportunities.” “If we sound too strong, we might turn people off.” But that fear leads to genericity.
With tension, your brand says something real, something your audience hasn’t heard out loud before, and this earns trust.
It gets even deeper. Brand tension isn’t just creative communication.
It comes from knowing:
Who you're speaking to
What they care deeply about
What frustrates them
What they're tired of being sold
What they wish someone would finally say out loud
It’s built from empathy and insight. From a healthy obsession with your audience. So yes, not every brand needs to be edgy. But every brand needs to be distinct.
Real-World Brands Using Tension to Their Advantage
The Outlandish: Oatly
Oatly took oat milk, a relatively quiet, utilitarian product, and turned it into a loud, irreverent movement. Their packaging says things like “It’s like milk, but made for humans.” They once ran a Super Bowl ad singing off-key with a keyboard in a field.
They challenged the dairy industry head-on. Some people hate them for it, while others swear by them. That’s brand tension at work.
Sales skyrocketed. They IPO’d. And oat milk became a cultural statement.
The Calm Contrast: Patagonia
Patagonia didn’t set out to be edgy. They chose to be honest and stood against hyper-consumption. They once ran an ad that said, “Don’t Buy This Jacket.” This was a real challenge to the mindset that more is better. They encouraged people to buy less, repair more, and take responsibility for the impact their clothes make on the planet.
Patagonia didn’t chase attention. They stood for something and stuck with it. That’s brand tension rooted in conviction, not controversy.
And the result? A fiercely loyal community, massive brand equity, and a clear signal to the people who matter: we’re not for everyone, we’re for you.
Tension is a signal. It tells your audience, “We see the problem the way you do. And here’s our stance.”
That stance doesn’t have to be polarizing. But it has to be clear. If your brand tries to please everyone, it becomes a blur. But when you embrace the right tension, one that matters to your audience, you earn something much more valuable than reach.
You earn resonance.
If Your Brand Can Speak to Everyone, It Will Convert No One
You may have heard the old marketing adage: “Target everyone, reach no one.” Still, many founders and small-business owners chase mass appeal, thinking casting a wider net equals a potentially greater catch. The hard truth is clarity and specificity always trump generality, and the brands that thrive are those that speak to a specific slice of the market.
As far as purchase decisions go, people choose one brand over another not just because of what it offers, but because it speaks to them deeply, and often without saying too much. Strong brands connect by addressing both the spoken and unspoken pain points of a clearly defined audience. But in trying to reach everyone, you dilute that power.
Also, attempting to appeal to everyone is a highly impossible task that may seem like a great idea at first but will hit your pockets hard, no matter how deep they may be. You’ll end up running ads that attract the wrong crowd, resulting in little to no sales. Even worse, your brand identity suffers. The lack of a clear position makes you invisible and also deprives you of the chance to be the go-to for something specific.
Internally, the damage continues. Trying to serve every type of customer means more complex support systems and a watered-down experience.
So, how do you avoid the wide-net trap and focus your brand with precision?
How to build a brand that speaks directly and effectively to the right people.
1. Pinpoint the most valuable audience you serve
Identify the cluster of people that benefits the most from your offer and can actually pay for it. This may not be the flashiest group, but they’re often the most ready to act. Talk to your customers and study your most effortless wins. Who buys quicker, refers others, and rarely haggles? Build around them. Your most valuable audience is usually hidden in plain sight.
2. Speak to their specific pain points
You don’t need a long list of benefits. Narrow down on the top 2 things that keep this audience up at night. What frustrates them? What have they tried before that didn’t work? What are they tired of hearing from other brands? When your message mirrors their experience, it doesn’t just get attention; it earns trust. And trust converts.
3. Define who you are not for (chop down your net size)
Clarity isn’t just about who you serve; it’s also about who you don’t. When you’re willing to turn certain people away, your message becomes sharper and more memorable. The thought of turning certain people away is a tough one, and many compromise on it, but think of it this way: you are simply narrowing your focus, efforts, and resources to attract the right people. This is how bold brands own space in the market.
4. Anchor your brand around a strong point of view
Strong perspectives and different points of view are always winners. Beyond the functional value of products or services offered, your audience wants someone who has a take. Don't be afraid to take a stand against common myths, outdated industry processes, or generic alternatives. Your difference gives people something to rally behind, and it sets you apart.
Clarity Always Attracts
If your brand is trying to win everyone, you’ll end up losing all. But with laser-sharp focus, everything else aligns, and you start attracting the right people.
The most influential brands don’t try to please everyone. They speak to a chunk clearly, boldly, and consistently. And in doing so, they pull the right people closer.
