In a stellar article on branding from Talent Zoo, Andrew Davis writes about what he believes are the two key points in branding: Singularity and consistency. As the article discusses the importance of simplicity, I love that he pares branding down to these two words. He writes, “Singularity means that you keep your brand narrowly focused and constructed around one central idea or theme. Consistency means that you keep this focus unchanged.” This premise makes total sense, and is one that is often ignored or not understood by many companies.
If you’re trying to make a name for yourself as an entrepreneur or small business, or you’re a big brand trying to capture more of the market, the game is the same: KISS – Keep It Simple, Sweetheart. (We southerners prefer the nicer version.) Customers need to be able to associate you with something specific – that’s what a brand is. You should be able to tell your story in seconds, if necessary.
“Keeping the brand narrowly focused ensures simplicity,” according to Davis. “And, simplicity means you can begin to ‘own’ a term in the mind of consumers. It’s this term that consumers use to define your brand.” This term is also what you would buy up in Google Adwords. It not only gives your customers something to grab onto when you have a long-term focus, but it helps you design a marketing plan and narrow your target audience.
And keeping “the focus unchanged” does not mean you can’t expand your offering or grow your market or take on new ventures. It means you need to know what you stand for and help customers stay loyal to you by continuing to stand for it. There’s enough whiplash change out there for all of us to wallow in. Offer a safe haven (or a fun one, or a seriously twisted one…) for your customers, and be truly singular in a market filled with underachievers.