Today, I want to talk about belief.
It’s one of the most important factors in communication, yet too often, people use it as a hammer rather than an entire toolkit.
Learning how to incorporate belief into your communication can make your message more powerful, expand your reach, and resonate more deeply.
“The Brand Belief” is a key part of my Heroic Brand Strategy work, but the same principles apply to leadership, activism, writing, and any situation where communication and persuasion matter.
Let’s dive in—because I believe this could change your future.
What Do You Believe?
Imagine you finally get the opportunity to pitch your dream client, and it goes horribly.
What happened?
- One person might say, “I know God has a plan. If I was meant to close that deal, I would have. So, I’ll learn from this because something better is coming.”
- Another might say, “Before my soul arrived on Earth, I chose every obstacle I would face to learn its lesson. So, I’ll focus on the lesson and prepare for what’s next.”
- The third might say, “This sucks, but it’s a chance to improve. So, I’ll learn from it and do better next time.”
Who is factually correct about why it happened?
Maybe the better question is: Does it matter?
The Belief Trap
Belief has the power to unify, and the power to divide.
It unifies when we share the same belief. It divides when we don’t.
But in the examples above, does it really matter why they believe it happened if they all choose the same next action?
One of the biggest mistakes in communication is presenting beliefs as absolute truth. When people frame their message as fact rather than belief, they unintentionally alienate those who share their goals but not their worldview.
By doing this, they lose people who might otherwise be aligned.
Belief in What Is vs. Belief as Context
People with wildly different core beliefs can still take the same action.
That’s why effective communication isn’t about forcing people to accept your belief—it’s about finding alignment in the bigger picture.
Beliefs matter, but they’re most effective when used as context for action rather than the foundation of the message itself.
Example: Brand Context
In my Heroic Brand Strategy work, I use a framework called Brand Context:
Brand Belief + Solution Statement = Brand Context
For example:
“We believe no child should ever go hungry, so we created a nonprofit to feed Philadelphia’s at-risk children.”
This is far more powerful than just stating a belief or offering a solution alone.
- Those who share the belief feel connected.
- Those who don’t necessarily share the belief can still buy into the solution—unless the belief significantly (or violently) conflicts with their own.
Are Your Beliefs Keeping People Out?
When developing an idea and trying to enroll others in action, ask yourself:
Do people need to believe what I believe to want what I want or benefit from my idea?
If the answer isn’t a resounding yes, then presenting your belief as fact will alienate people unnecessarily.
Instead of stating what you believe is, focus instead of what you believe ought to be. When you do state your beliefs make sure to always leave space for other perspectives.
What matters most is the next actions.
Don’t Stop Believin’
This isn’t about hiding or watering down your beliefs. It’s about knowing when and how to use them effectively in communication.
Your beliefs can be powerful tools but only if you use them in a way that invites people in rather than pushes them away.
