Building a brand is harder and tougher but is definitely worth it. Let me explain, Instagram took 18 months to create by two entrepreneurs with a narrow focus and wasn’t generating any revenue but Facebook bought it of them for 1 billion dollars.
So how do you build a brand? Well, I don’t have a magic answer but I do know it’s about owning the buying words in the consumer’s mind. I’ve thought about this so much over the last couple of weeks, when I think of computers I think of Apple, when I think about getting a cab I think of Uber, when I think about booking a hotel I think of Airbnb. You see these brands in one way or another have done a great job attaching them words in my mind.
As humans our brains are wired to organise information into stories. We use them to find meaning in the world. We see ourselves in them and the stories we hear and tell become personal to us. So the effort should be narrowing down a concept to achieve owning the buying words in the heart and mind of your consumers. I believe to do this we must tell lots of stories around a narrow concept.