What beer comes to mind?
Imagine yourself sitting in a lounge chair on a white-sand beach. The sound of relaxed laughter and merriment comes from behind you. It’s hot but you’re kept cool by a mellow breeze and the cold, light refreshing beer you’re drinking. What beer comes to mind? Was it Corona?
Brand Focus vs. Broad Brands
According to a recent study, brands like Corona that define their brand with narrow associations do better than brands that try to be too many things to too many people.
Lars Erling Olsen conducted a series of experiments to test narrow vs. broad branding strategies at BI Norwegian Business School. He found that the more narrow the associations around a brand, the greater the recall, and the stronger the intent to purchase became. Additionally, Lars found that narrowly associated brands prompted greater brand loyalty and the more likely it was for the subjects to reject “new” brands introduced. Finally, narrow brands fared better when introducing an expanded product line. What Olsen calls, “success in both defense and growth scenarios”.
Specificity and Consistency Wins the Race
As you build your business, personal, or organization brand, resist the urge to be “more”. The fear to “miss out” on opportunities can drive branding in the wrong direction, leading to a diluted message and a forgettable brand that forges weak loyalty bonds at best. Stay focused, stay consistent, and build your brand on a strong, but narrow pillar of associations
