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The greatest addition to your brand is probably a subtraction
Take a good hard look at your brand. Can you concisely state what your brand stands for?
Now, look at all the products you offer. What does each of those brands stand for? Now, here is the key question. Does what your product brands stand for support what your master brand stands for?
Why is all this important for your brand?
According to one report, we take in five times as much information today than we did a mere 25 years ago. Needless to say, that’s a lot to process. It’s safe to say that sometimes it can feel like a monumental chore to stay on top of everything that’s bombarding us.
So imagine that, in the tsunami of information, your prospect encounters your brand or brands. Now imagine that it’s not completely clear what the brand(s) stand for. Or how the product brand is related to the master brand.
I encounter way too many organizations that seem to believe that we’ll put in the effort to understand what they’re about, how what they do interrelates, and why we should care. In other words, they seem to believe that we’ll put in the effort that they failed to in order to make it all make sense.
