Brand Strategy: What’s your ONE big thing?

I was reminded this past week, on a few different occasions, that the art of positioning is based on the ability to narrow focus and to let go. In a meeting with a new client who was struggling to clearly define the services his company provided and to whom, it became clear that his biggest challenge was in positioning. In his attempt to be more service-oriented and have greater reach, the company tried to become too many things to too many types of customers, and the brand lost relevance.

Have you diluted your brand?

This is not uncommon for small and mid-size businesses in a challenging economy. Casting the net wide is the fall back reaction to bringing in the sales; but while it may address some short-term concerns, in the long run, this unfocused positioning is confusing to customers, staff and stakeholders, and the starting point for an identity crisis — at least a brand identity crisis.

So narrowing focus is one thing, but what about letting go? The letting go part is being willing to relinquish being all things to all people. Make the commitment to one characteristic — and be that in everything you do. Focus on that one characteristic as your signature difference. Take note from some of the big brands, Mac = innovation, Volvo = safety, Charmin = soft.

Yes, these are business to consumer products, but advisory service firms can take a note from this page. Know your customer and know your style. If you’re fun and innovative, make sure that your values, staff, communications materials and website reflect that. Take a stand, understand what your customers value most, decide who you are and how you will conduct your business.

An example: Howard County Chamber Signature Event

The “one big thing” brand strategy was reflected in a recent project that Insight180 had the opportunity to work on for the Howard County Chamber of Commerce. We were called upon to design materials for their Signature Event promotions this year. The event is one of their most well-attended and important events of the year that recognizes business leaders and provides a fun, more relaxed setting than the typical business-only-focused networking venue. They have a fabulous, funny featured guest this year in comedian, author, actress Carol Leifer. Who is that you ask? And that question was precisely the challenge.

Leifer is an award-winning writer on Modern Family, Curb Your Enthusiasm, Seinfeld, SNL, and other great shows, plus an actress, comedian, author of a new book and all-around very funny lady. She was even a contestant on The Celebrity Apprentice. Our challenge was to convey all the information about the event, which had its own established style and expectations, while giving the audience an idea of who and what to expect. To do this, we had to focus on a brand idea. . . one idea. For us it became about clever fun. And because we focused on that one facet, we were able to communicate clearly the many things she is known for. We would not have been able to do that without having a unifying characteristic.

Once we were able to narrow the focus, the rest became easier. The materials became about the fun, the finding out, the expectation.

What’s your narrow focus? What can you let go of? Please share your own stories of focus and positioning below.

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