Like a weighted elbow to a stubborn muscle knot, Challengers know where to focus their energy to achieve maximum results. Whether it’s a before-purchase social post, a point-of-sale poster or a memorable thank you email, knowing how to get (and stay) in touch with your customers is the key to building brand loyalty that lasts.

Unless you’re fat, happy and alone at the top of your category, you’re likely battling giants of some kind. You’re a challenger. You’re forced to turn constraints into opportunities by outthinking the competition. 

How do empowered challengers make their brand ethos inherently sharable? Simple. By tapping into what customers of challenger brands care about most. Here are four truths challenger brands never forget when building tribes.