Many companies completely ignore their brand, falsely believing their brand is simply their logo and piffy slogan. While your logo and slogan are definitely a part of your brand, they are by no means the entirety of it. Your logo and slogan are just the face of your brand – the visual component. The larger part of your brand is its reputation and the positioning that anchors it to the minds of your customers.
Companies have a tendency to run paranoid. They do lots of things and as such go to market touting all they can be. They believe that it’s important to say a lot in their marketing. A large list is the essence of their promotional strategy. And the order of “the list” is the single biggest discussion in formulating that strategy. It would seem the services at the bottom of the list are less desirable than the upper stations. The larger “the list” gives the brand more to say. Apparently more is better no matter the reality.
The shame is, with only one mouth or voice your brand doesn’t have a lot of opportunities to resonate with the customer. “The list” creates the dilemma of having too much to say. Granted, it is exactly what most of the competition is doing as well. Some see blending in as a safe harbour. I see it as just the opposite. I don’t want to blend in. I want my brand to lead. I want my brand to lure business to my door with one strong message that compels the competition to follow, and customers to be drawn to. To make the best of my one mouth as it were. Leading with positioning certainly makes marketing more efficient and effective.
Narrowing (or niching) the field is not for the faint of heart which is why you witness so little of it. Most of the businesses you know are re-active as opposed to pro-active. Only the brave few play with a differentiation strategy which is exactly what I am recommending here and to my customers.
I espouse one theme: one message – one mouth and you have to OWN that message and control that mouth!