What does your company exist to do? No, not the product you sell. What does your company stand for? If you can’t answer that question definitively, it’s time to think about your purpose.

This is the age of programmatic banner ads and pre-roll video that split the attention of the viewer between the content they came to consume and the brand advertising they didn’t. So how do you win when you can’t guarantee the average adult’s attention for more than 8 seconds? You go short. Really short. 6 seconds, short.

Nobody wants to be told that they are drinking their own Kool-Aid. But more often than not, that’s the case. Every brand, challenger or giant, needs to define what they do and why they do it. Brand positioning does just that.

SEO can make or break your visibility online—visibility which is imperative for every brand, challenger or industry leader. So what happens if your smaller brand just doesn’t have the beef of your larger competitors to magically appear first in search results?

When we hear “advertise on Snapchat,” most of us in the industry think, “out of my marketing budget.” So what’s a challenger brand to do? Change the rules, of course.

Much like how we’ll match our own behavior to those around us, we like to know that other people are buying certain products or services before we buy in ourselves. Challenger brands build tribes of customers that think the way they do.