Branding Idea: Information Dumps Bury Brand Identity

Today’s marketplace is a competitive and crowded place. There’s so much pressure to get more business and new customers that many firms find themselves sucked into a confused marketing strategy—has this happened to you? Do you find your company is trying to be all things to all customers and, in the process, retaining none?

Here’s the problem: when you try to convey every benefit to every buyer, you lose your ability to establish value.

That’s why your branding needs focus.

What Is Branding Focus?

Think of it like this: you could be one of the many millions of brands trying to get noticed in the world for its many services, or you could be a highly specific, niche brand that does just a few things very well. When a customer needs one of those few things, which brand do you think he’ll notice?

Branding focus means carving out a unique, identifiable niche for yourself, one that sets you apart from the competition. Your branding focus is what customers will remember, what will bring them back to you. Through branding focus, you change your image from mediocre to valuable.

How to Find Your Focus?

If the idea of a branding focus is new to you, identifying the qualities that set you apart might not be obvious. So here are some questions to ask yourself:

• What is at the core of our business?
• What services or products do we do best?
• Who is our target audience?
• How are we different or unique from competitors?
• What’s most important about our brand?

Using these questions, you should be able to define who your company is and what it stands for. Rather than offering two many products or services, focus in on just one or a few. Rather than trying to reach all customers, hone in on a certain demographic.

Tips for Defining Your Brand

Once you have a good understanding of what your brand does best, it’s time to build your marketing materials around that knowledge. Here are some tips for doing it well:

• Stay Simple. Simple means memorable. Condense your brand message into an easy-to-remember idea or elevator pitch, one that can be shared easily off the cuff by company staff members.

• Be Unique. The other key to being remembered is doing something different. What is the key factor that sets you apart from other brands? Work that into your short and simple message.

• Keep It Clear. Staying simple doesn’t mean not being specific. Use clear, tangible words in your branding—so prospects are able to understand what you offer.

• Be Consistent. In the world of branding, consistency is key. Create a synonymous message across your marketing materials, and repeat your message in multiple formats to your audience.

• Set Goals. The surest way to miss success is to quit aiming for it. So to make the most of your branding, give it direction. What is it you want your company to accomplish and by what deadline? Set specific targets you want to reach.

What do you think? Could focusing your branding efforts be just the change you need to see better results? Could taking time to simplify and specify your messaging make a difference?

If so, what are you waiting for?