Branding is generally about clearly defining what your businesses is about. But did you know that sometimes, it can be better to brand your business around what it's against?

This tip came from the Harvard Business Review and you can read more about it in this article by Scott Goodson, "What Is Your Brand Against?"

In politics, we see how people will readily rally against something. Likewise, people can rally around brands that are against things like pollution, waste, etc. I like to build websites that clearly communicate what the organization is about, are attractive and easy to navigate. Alternatively, I could say that I'm against websites that have too much confusing content, have design that is an eyesore, or have a user interface that makes it hard to find what you're looking for. An attractive, well-laid out website isn't going to change the world like a healthy environment will, but it sure can make the difference for a successful online presence.

So is your business passionate about something... because you're against the opposite?