Well, technically there is, but this catchy phrase quoted by Andy Sernovitz in today’s Evangelizing Evangelists to Build Your Business and Build Your Brand talk was a great takeaway. (sign up today to receive access to the recording) Guy Kawasaki and John Jantsch immediately grabbed on to the phrase, which Andy reminded them was copywritten. 🙂
Do not convolute your brand, and your business, by trying to be all things to all people.
- Bill, the Cleveland plumbing specialist AND acupuncturist to the stars
- Juan, the executive coach AND expert iguana tamer
- Linda, the financial planner for growing restaurant businesses AND sunblock consultant to nudist colonies
Andy said on the call that the hardest thing for entrepreneurs to do is to let go of portions of their identity so that they can focus on one specific, targeted brand.
But this is exactly what you have to do if you want to catch the attention of customers, press and web surfers. Most people think that targeting a specific market niche is limiting and restricts opportunity. In fact, the opposite is true: the more specifically you define who you serve, the better chance you have at finding them, and they you.
So while you may be tempted to let the market know that you can organize closets like a pro AND do the quickest manicure in the western hemisphere AND translate legal documents from English to Swahili, please don’t.
Keep your brand specific and targeted. And, according to the world’s most "practical" marketer John Jantsch, diligently and consistently promote it for the long haul to see good results.
For those on the call, Guy also reminded us that there is a "bra" in "brand," which only proves that you are never too old to resist pithy 12-year-old male humor.