Branding Rule: Narrow Your Focus
This post is an excerpt of our Branding Rules eBook.
Branding means so many things to different people that it has become nebulous. It’s called the “secret sauce” of marketing, but what does that mean?
“Secret sauce” might mean sriracha to some, Tabasco to others, or the intangible and often unidentifiable ingredient that we all seek and/or covet.
We cleared the confusion by gathering 14 branding experts and asked them a question: “If you could impart only one piece of advice about branding, what would it be?”
We compiled the results, added illustrations by Gapingvoid’s Hugh MacLeod, and created the 2014 Branding Rules eBook to provide a resource filled with timeless advice to guide your business’s branding efforts.
In addition to focusing on what makes a brand that brand, a number of people suggest that businesses need to focus. When businesses lose focus, they disseminate too many messages, which dilutes their brands and confuses their audiences. Businesses have to simplify and remember who they are at their core. They have to focus on one message and communicate it across all channels.
Laura Ries says:
Narrow your focus. You might think your brand is terrific for 14 reasons, but that won’t get your brand into the mind of the consumer. You might think you want to expand in 14 different ways, but that will dilute and diminish your brand in the mind of the consumer.
Not being focused is the single biggest problem facing businesses today. To be successful at building a brand, you need to think as narrowly as possible. And you need to stay as narrowly focused as possible to keep that brand strong. Want to expand? Launch a new brand that’s focused.
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