One of the biggest mistakes a new brand or business makes is expansion. The most successful brands are those that chose to focus on one specific product, concept, or service and then became the best at it, the leader in their category.

What do you think sounds better: generalist or specialist? Consumers like the word ‘specialist’. It gives the perception that you know more about a service or product than a brand that also offers that service or product, but along with a wide range of others. You’re service or product must be better because you specialize in that category.

When you focus down on one thing, you have a better chance at becoming the leader in that category or market. And the best thing a brand can be is the leader in its category.

Example:

• Before Toys R’ Us was what it is today, before it even had that name, it was a local store that sold children’s toys AND furniture. Then the owner decided to focus on one thing, TOYS. He moved out all the furniture and replaced it with more toys, then renamed his store Toys R’ Us and grew to become the largest toy retailer in the U.S. 

When you focus on one thing, not only are you more likely to become leader in that category, or possible create a category (best scenario), but also your brand name becomes associated with a specific word or service in the mind of the consumer.

• A good example would be Scion cars. They chose to focus their branding efforts on selling Scions as the super customizable car. Now, that is the word most consumers associate with the Scion brand.

To sum things up, when you narrow down your brand to a single idea, product, or service, you are more likely to be successful in that category or market. Don’t try to reach multiple markets or all consumers. No brand can do that, and in the meantime you will destroy any chances of building and growing a successful business.

So if you need help building or maintaining your brand or business, or are just searching for tips, E2 Marketing knows what it takes to mold a concept into a prosperous business and to position your brand as a leader in its category.

 

*Some examples and information gathered from The 22 Immutable Laws of Branding by Al and Laura Ries.

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