Use the Enemy Effect to Make Your Brand MAGNETIC

You know how there are certain things your audience just loves to hate?

That’s not random—that’s branding psychology. And it’s exactly where the common enemy effect comes in.

Most women try to build a magnetic brand by being everything to everyone… when the truth is, people bond faster over what they never want to experience again.

Think of it like your brand’s very own Burn Book—but instead of people, you’re calling out the problem your dream clients are already united against.

In this post I’m going to show you how choosing a clear “enemy” (the thing your clients can’t stand) instantly makes your brand more attractive, more memorable, and way easier to sell.

This works even if you’re new, introverted, or don’t have a big audience yet.

Stick with me, because by the end you’ll know exactly how to use the common enemy effect to create a brand your people rally around.

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If you’re new here, I’m Moriah.

I’m a luxury brand designer and business coach, and I help female entrepreneurs build brands and businesses that attract the right clients—not just more attention.

My work sits at the intersection of branding, psychology, and strategy. Meaning—we don’t just make things look good—we make them clear, magnetic, and aligned with how people actually make buying decisions.

And if you’ve ever felt like you’re doing everything you’re “supposed” to do, but your message still isn’t landing the way it should—this conversation is going to feel very familiar.

Because today isn’t about being louder or more visible.

It’s about finally taking a stand your dream clients recognize instantly—and letting that clarity do the heavy lifting for you.

The real reason “playing nice” is keeping your brand invisible

Let’s start with the thing most people don’t want to admit.

A lot of women aren’t struggling because they don’t know what they believe.

They’re struggling because they’re afraid to say it out loud.

As women, we’ve been taught—explicitly and implicitly—that being nice is safer.

That being agreeable is professional.

That strong opinions make you “difficult.”

So when it’s time to build a brand, we default to being “pleasant.”

Not wrong, offensive.

Not memorable.

And that’s exactly why the brand stays invisible.

The common enemy effect doesn’t work when you’re trying to be liked by everyone.

It works when you’re willing to be clear about what you stand for—and what you’re done tolerating.

Why the common enemy effect feels uncomfortable—especially for women

If the idea of naming an “enemy” makes you tense up a little, I want you to hear this.

That discomfort doesn’t mean you’re doing something wrong.

It means you’re doing something new.

Most women were conditioned to smooth things over.

To explain themselves.

To pre-emptively soften their stance so no one feels uncomfortable.

So of course the common enemy effect feels edgy at first.

But here’s the reframe that changes everything:

You’re not creating conflict.

You’re creating relief.

Your audience already knows what they don’t want.

They’ve already lived it.

They’re just waiting for someone to name it without apology.

What the common enemy effect is not

This part matters, because this is where people get it twisted.

The common enemy effect is not about tearing down people.

It’s not about passive-aggressive jabs, drama, or hot takes for attention.

We don’t attack humans.

We dismantle ideas.

Outdated beliefs.

Broken industry norms.

Experiences your dream clients are done repeating.

And then—and this is the part most people skip—we present a better standard.

That’s what turns opinion into leadership.

That’s what builds trust instead of fear.

The mistake people make even when they think they’re doing this right

Here’s what I see all the time.

Someone names an enemy…

But they stop there.

So the message feels sharp, but not grounded.

Confrontational, but not clarifying.

The common enemy effect only works when it points somewhere better.

You’re not just saying, “This is broken.”

You’re saying, “There’s a better way—and I stand for it.”

That’s the difference between noise and magnetism.

My quiet mistake—and what finally clicked for me

I want to be honest with you here.

I’ve talked about attract-and-repel branding for years.

In my luxury brand design work, this is foundational.

My clients tell me all the time that their ideal clients land on their websites and immediately know—this is for me.

Visually, I had no problem taking a stand.

But in my advice?

In my opinions?

In my messaging?

I was playing nice.

Too careful and neutral.

Too worried about rocking the boat.

And recently, it clicked.

True thought leadership doesn’t happen quietly.

You can be grounded and still take a stand.

Can be kind and still be clear.

You can be warm without being watered down.

The common enemy effect isn’t about becoming louder.

It’s about being braver.

Why your dream clients bond faster over what they’re done tolerating

This is where brand psychology comes in.

People don’t bond fastest over aspiration.

They bond fastest over shared relief.

“Never again.”

“That burned me too.”

“Finally—someone said it.”

That’s the common enemy effect in action.

When your messaging names the thing they’re already frustrated by, trust accelerates.

You’re no longer persuading.

You’re confirming.

And that’s when selling starts to feel easier—because the alignment is already there.

Quick pause—because I want to hear from you.

If there’s one thing in your industry you are completely done tolerating—one trend, belief, or experience that makes you think “never again”—comment “DONE” below.

Not to be negative.

But because that frustration you’re carrying?

That’s often the clearest clue to your brand’s common enemy.

How the common enemy effect makes selling feel lighter

When your enemy is clear, everything downstream gets simpler.

You don’t need to over-explain your offer, justify your pricing.

You don’t need to convince people you’re the right fit.

They already agree with your premise.

Inside my brand strategy and coaching container, Dream Client Accelerator, this is the work we do early—clarifying who you’re for, what you’re against, and how to articulate that without sounding harsh or performative.

👉 Enroll in DREAM CLIENT ACCELERATOR and start booking high-ticket clients

Because when the enemy is named cleanly, the solution doesn’t need hype.

It feels inevitable.

If you’re afraid of repelling people, this is what you’re really afraid of

Let’s name the real fear underneath all of this.

It’s not actually about losing followers.

It’s about being misunderstood.

Being seen as “too much”, labeled difficult.

Being disliked.

But here’s the belief that has to go if this is ever going to feel easier:

You don’t need everyone to like you.

You need the right people to recognize themselves in you—instantly.

Repelling the wrong people isn’t a branding failure.

In fact, it’s a huge win!

It’s proof your message is finally clear.

What changes when you stop trying to be for everyone

This is your exhale moment.

Your messaging gets simpler.

Content feels more honest.

Your clients arrive pre-aligned.

You stop explaining and convincing.

You just start leading.

That’s the long-term power of the common enemy effect.

It’s not a tactic.

It’s an identity decision.

This isn’t about being louder—it’s about being clearer

You don’t need hotter takes or drama.

You don’t definitely need to become someone you’re not.

What you need is precision.

Calm clarity.

Grounded standards.

And a willingness to say, “This is what I stand for—and this is what I’m done tolerating.”

That’s how magnetic brands are built.

And speaking of common enemies…

Let’s talk about one we all secretly share.

Because if you’ve ever felt trapped by an algorithm,

Burned out by constant posting,

Or resentful that your business feels chained to a platform you don’t even enjoy anymore…

You’re not alone.

Instagram has quietly become the platform a lot of entrepreneurs love to hate—but still feel dependent on.

And in the next post, I’m talking to one entrepreneur who did something most people think is impossible—she gave up IG entirely. And now here business is thriving!

Whether you actually need Instagram to build a successful business…

Or if stepping away from it might be the smartest move you can make.

So if you’ve ever wondered what it would look like to build a business without social media—and still attract aligned, high-quality clients…

I’ll see you over there!

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👉 Ready for your own luxury brand transformation? Book a complimentary Luxury Brand Audit

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