How to Focus Your Brand
On a recent episode of my podcast Brand Therapy, my guest was a go-getter with a capital G. A lawyer, a researcher, a strategist—she was dead-set on helping people however she could.
Like my guest, we’re all secretly people pleasers. It makes us feel good to help others! Whether it’s a pat on the back from a coworker or an applause on the stage, recognition for a job well done can feel fantastic.
However, when it comes to branding, sometimes you don’t want to do it all. In fact, I’d go so far as saying that doing it all dilutes your expertise. (For example, my all-new Content Mastery course is focused only on posting your content efficiently.)
Don’t believe me? Below are three examples that we can all learn from that are focused and powerful brands.
Be really, really good at one thing—like Harry’s.
Harry's makes epic razors for men. Because of this specificity, they’re now seen as the gold standard of a shaving experience. Sure, Harry’s now sells toiletry accessories and face care products, but these offerings all stem back to their focused core: shaving. If your brand is scattered in its offering, think of Harry’s. Ask yourself what single product or service you want to offer, then set your sights on becoming the very best. Use it to drive every branding decision you make.
Create a consistent experience—like Airbnb.
You might disagree with me on this one, but I view Airbnb as a steadfast experience that people can count on. Yes, every home listing on Airbnb is different, but the experience of finding your listing is always the same. No matter what city I’m visiting, I can always use the same search parameters to narrow down choices, I can always message my host through the same familiar interface, and I can always expect the same standards when I arrive at my Airbnb.
Through strong branding, Airbnb has transformed a roll of the dice into a reliable set of steps. (And I love it.)
When you’re creating experience for a customer or client, think of a uniformed set of steps to explain how you do business. Your customers will appreciate it, and it will help you determine what is (and isn’t) part of your process.
Portray a lifestyle—like Filippa K.
If you haven’t been to a Filippa K store yet, stop reading this blog post and book a flight to Stockholm ASAP.
And if a flight isn’t an option, just go to their website. Take in their quality-focused minimalism in all of its glory.
Filippa K’s slogan is “Designed to Last,” and to me, that says it all. Embracing a true Scandinavian mindset, each piece of Filippa K clothing is meant to be a singular investment that lasts you for years. When you browse a Filippa K store, everything feels like it’s on display at a museum. You appreciate the fold of a t-shirt, the smooth appearance of perfectly steamed fabric, and everything feels wonderfully simple.
This brand knows that whoever shops at Filippa K wants one less decision to make. By investing in their clothing, you know it’s a sure thing.
I saved this brand for last because I want you to embrace the lifestyle of your brand. If your product or service brings happiness to your clients, make every opportunity possible to bring joy and laughter to your brand. If your product of service is all about reliability, portray consistency however you can. Your brand is a lifestyle. Use it.
Do you have any other focused brand examples you love? I want to know! Comment below.
Aplomb Translations A month ago · 0 Likes
Hi Phil, We are just completing preparations to launch our new AudioVisual Translation Team. A new launch does feel wrong at this time. However, our target focus is Health comms and marketing. We created our new team to serve our expanding projects in Health Comms & Marketing specifically. Digital communication and health information is expanding, yet in rather different ways than expected. I am trying to get my heart into it via my head which is rationalising: I must do something to keep my employees working.... Downturns are great opportunities.... I need honest ideas to test the waters before jumping in and drowning. I feel I am flailing around here and hoping for some of your Brilliance to spark my way - Kim
Lina 2 months ago · 0 Likes
Brilliant ideas Phil, as always from you!!
