So you have decided you want to be ‘the best’ but ‘the best’ at what? This is where many businesses get it so wrong. Winning businesses choose a ‘position’. They clearly target customer groups and aim to be ‘THE one’ for those customers. Too many businesses try to be all things to all people. They’re ‘ok’ but not ‘brilliant’. The result is ‘blanding’, not ‘branding’.
Good examples of this in our own industry are the estate agents who also ‘do lettings’ on the side, will have a go at residential and commercial property and for the right commission turn their hand to auctions and will even sell you some financial products as if they haven’t taken enough money off clients already.
When was the last time somebody won an Olympic gold medal at the 100m and the marathon? Decide what you are best at and become brilliant at that event.
Are you branding or blanding?
Leave a Reply