By Lori Jones, president and CEO, Avocet Communications
Key Takeaways:
- A positioning statement defines your place in the market; a point of view (POV) defines your values in the world.
- Brands with a strong POV create emotional loyalty, not just transactional relationships.
- In a polarized, noisy marketplace, playing it safe often makes you invisible.
- The secret is to take a stand that aligns with your audience’s values, not necessarily their politics.
- Bold brands win, but clarity, not controversy, should be your north star.
The Difference Between What You Do and Why You Matter
Years ago, I sat in a pitch room with a SaaS company whose positioning statement was technically perfect: “We deliver streamlined workflow solutions for mid-market HR teams.” But it didn’t do a thing for me. It was a beige sentence in a sea of beige competitors. It had no heartbeat.
When I asked the founder what she really wanted HR leaders to know, she said, “That people deserve to be treated like humans, not data points.” Now that was a brand point of view. A belief. A rally cry. A reason for someone to care.
A positioning statement tells us where you live on a category map.
A point of view tells us why you exist in the first place.
Without putting too fine a point on it, that distinction is everything.
Why a Brand POV Matters More Than Ever
Overwhelming options and intensifying polarization now shape how brands must show up.” Consumers and B2B buyers alike want to know where companies stand, not just what they sell.
Here’s how I break down the definition of a point of view:
- Builds trust by demonstrating clarity and conviction.
- Creates differentiation that goes beyond features or pricing.
- Acts as an internal compass for decision-making across departments.
- Invites community and loyalty, not just conversion.
Think Patagonia’s commitment to environmentalism. Dove’s mission around self-esteem. Salesforce’s “business as a platform for change.” These aren’t hollow taglines. They’re philosophies are woven into every touchpoint, from customer service to hiring practices to media statements.
Your brand POV isn’t a marketing tactic. It’s a business imperative.
How to Find and Live Your Brand Point of View
Here’s how we guide clients at Avocet to move from safe positioning to a bold point of view:
1. Mine the Founder’s Fire
What drove your founders to start this company? What change were they trying to make? Beneath every P&L is a passion. Dig until you find it.
At Avocet, our POV is that growth belongs to the bold. We believe strategic disruption is the only way to stand out in saturated markets. It’s why we challenge clients to zig when their industry zags.
2. Talk to Your Superfans
Your most loyal customers often know your brand’s soul better than you do. Listen to the language they use. Why do they love you? What else do they believe in?
3. Audit for Consistency
A POV isn’t something you express just on LinkedIn or in a founder letter. It should show up in:
- Sales scripts
- Recruiting materials
- Packaging copy
- Internal policies
- Community engagement
Ask: Are we walking our talk across every touchpoint?
4. Choose Values, Not Sides
Having a POV doesn’t mean wading into political battles. Instead, speak to human truths that matter to your audience. Support dignity. Celebrate innovation. Stand for equity, sustainability, progress. It’s not about being controversial, it’s about being clear.
What Happens When You Don’t
Let’s be blunt. Brands without a POV are forgettable. You may earn attention once. But you won’t earn devotion. And in a crowded market, devotion is everything.
I’ve seen brands spend millions on rebrands and awareness campaigns, only to find they haven’t moved the needle because they’re saying nothing of real substance. They’ve defined their audience segments but haven’t defined their stance.
Standing for nothing in a world where customers are begging for meaning is the fastest way to become irrelevant.
Action Items for Brands Ready to Get Bold
- Workshop Your Beliefs: Ask your leadership team: “What do we believe about our industry, the world, and our role in it?”
- Revisit Your Messaging: Is it distinct or could it apply to your competitors too?
- Train Your Team: Make sure every department can articulate and embody your brand’s POV.
- Pressure-Test Your Stance: Can you defend it in the press, at conferences, and in tough conversations?
- Align Content Around It: Use your POV as a filter for every blog, ad, press release, and social post.
Questions to Ask Yourself and Your Team
- What’s the one belief we’d be willing to fight for, even if it cost us some sales?
- If we disappeared tomorrow, what would our customers miss most beyond our product?
- Where are we playing it too safe and how is it costing us attention, differentiation, or relevance?
- Are we building campaigns…or building culture?
- Are we trying to please everyone or lead our ideal audience?
The Bottom Line
You don’t need to be controversial to be compelling. But you do need courage. A point of view rooted in values, not just features, is what makes a brand unforgettable.
It’s time to stop blending in. The future belongs to brands that stand up and stand out.
If you’re ready to sharpen your POV, craft bold messaging, and activate your brand’s true voice, let’s talk. At Avocet, we help brands rise above the noise with clarity, courage, and conviction.
