How one thing can build memorable brand essence
A quick quiz: what terrifies the most: (A) the suggestion that your company must simplify its brand promise to one memorable element or (B) the shower scene in Psycho?
The correct answer is typically A. Why all the fear? Because for many, standing for one thing implies that you can’t expressly stand for other things.
The correct answer is typically A. Why all the fear? Because for many, standing for one thing implies that you can’t expressly stand for other things.
Some might reply, ‘NO! We can’t do that. We must say this, and this, and this! Sacrificing dilutes our complete story.’
Chill. Rather than sacrificing opportunities, a precise brand promise actually creates opportunities.
Contrast all the companies with murky messaging and translucent positions against the stellar brands that have stood for one thing successfully, decade after decade, transforming clarity into market dominance.
A few of the classic “one thing” positions for consumer brands:
FedEx = guaranteed delivery
Volvo = safe
Crest = cavity prevention
BMW = performance
FedEx = guaranteed delivery
Volvo = safe
Crest = cavity prevention
BMW = performance
Visa = everywhere
Walmart = everyday low prices
Walmart = everyday low prices
Jeep = adventure
Here are some “one thing” associations that built powerhouse technology brands:
Amazon = everything, easily
Google = search
Dell = direct
Apple = innovation
Cisco = connectivity
EMC = storage
Apple = innovation
Cisco = connectivity
EMC = storage
Intel = computer chips
Some of the marketing initiatives behind these brands were overt but most were subtle. For example, Volvo doesn’t overtly say “safety” in its tagline (For Life) but it has rallied around this brand position for decades. Apple doesn’t overtly say innovation, but it continually walks the walk.
Some of the marketing initiatives behind these brands were overt but most were subtle. For example, Volvo doesn’t overtly say “safety” in its tagline (For Life) but it has rallied around this brand position for decades. Apple doesn’t overtly say innovation, but it continually walks the walk.
People – and companies - fear standing for one thing because they believe – wrongly – that this will limit their company’s appeal. But it doesn’t work this way because we all “free associate.” This means we can instinctively associate one positively perceived attribute with many others … whether they are said or not. For example, while BMW may be “the ultimate driving machine,” consumers automatically infer these cars are also well built, attractive and at the high end of the quality spectrum.
The same applies to technology and clean technology companies. Whether big or small, every company could attempt to call attention to a multitude of “unique characteristics” (more often than not… they do) for fear of losing their breadth and depth. However, while comprehensiveness may appear logical and appealing, a stubborn insistence on all-inclusiveness actually creates confusion. The end result? Companies aren’t remembered at all. There is too much to remember.
If you compete in a market with too many players that all sound alike, remember that everything can be simplified. Think catsup, pickles and soap. Brands like Heinz, Vlasic and Dove all found a way to make themselves memorable against fierce competition. The same holds true for technology products. Think about how RIM created uniqueness in an entrenched PDA market with the Blackberry … and how Google became dominant against a variety of previously entrenched search alternatives (remember Alta Vista?).
The same applies to technology and clean technology companies. Whether big or small, every company could attempt to call attention to a multitude of “unique characteristics” (more often than not… they do) for fear of losing their breadth and depth. However, while comprehensiveness may appear logical and appealing, a stubborn insistence on all-inclusiveness actually creates confusion. The end result? Companies aren’t remembered at all. There is too much to remember.
If you compete in a market with too many players that all sound alike, remember that everything can be simplified. Think catsup, pickles and soap. Brands like Heinz, Vlasic and Dove all found a way to make themselves memorable against fierce competition. The same holds true for technology products. Think about how RIM created uniqueness in an entrenched PDA market with the Blackberry … and how Google became dominant against a variety of previously entrenched search alternatives (remember Alta Vista?).
As you craft your company’s brand essence, remember these “one thing” words of wisdom inspired by Harry Beckwith’s classic Selling the Invisible:
- Less is more
- Stand for one distinctive thing that will give you a competitive advantage
- To broaden your appeal, narrow your position
- Say one positive thing and you will become associated with many
- If you can’t see the differences, look harder
