Choosing Sides

It seems like no matter the topic, people have a way of breaking everything down into two opposing sides. From politics to pineapple on pizza, every conversation turns into a battle of extremes. Some people are givers, some are takers. Some thrive in groups, others prefer to work alone. Some follow logic, others go with their gut. Even personality types can be boiled down to clear contrasts — introvert or extrovert, risk-taker or risk-averse, dreamer or doer. It’s no surprise that how you position your brand will determine which side people see you on.

In business, customers naturally try to categorize what you stand for. Do you sell premium products or affordable solutions? Are you playful or professional? Trendy or timeless? Every decision — from your logo to your tagline — nudges your audience toward an identity they can relate to. If you don't choose a side, people will choose one for you, and it might not be the one you want. The more specific and intentional you are in your branding, the easier it becomes to attract the right people and build a customer base that believes in your message.

At Relative Media, we help you take control of that narrative. As a business, you have to decide how you want to be perceived and embrace it with confidence. Are you the disruptor or the trusted expert? The innovator or the traditionalist? The relatable underdog or the elite authority? The more clearly you define your brand, the easier it is for people to choose your side — and in the marketplace, having a strong side means having a strong business.