SPECIALTY: One of the Laws of ‘The Power of Belonging’

The above image is of Brand names that sell Makeup

  • Sephora is SPECIALIZED in Beauty Products
  • Macy’s is SPECIALIZED in Up-Scale Fashion Retail
  • Sephora is a Destination offering first hand experience for beauty products
  • Macy’s is a Destination for retail fashion (i.e. beauty products could be third or fourth priority in the minds of the customers during their experience)

Specialty is one of the 10 Laws for Brands to succeed in generating/maintaining ‘The Power of Belonging’

What happens when you create a product or service and you want to sell everything? You end up selling nothing! The saying might be old, but it’s true to this day: Jack of all trades, master of none. Focus on your specialty. Be the master of one thing. You can’t be the master of millions

Starbucks specialized in upscale coffee and coffee drinks. If it sold other things, it was because those things (from mugs to music) go well with coffee. It’s all about the coffee experience. Successful Brand Pros are able to let their audiences know they stand for something, rather than for many things, or for whatever they think they might be able to sell. Remember the number 7? That’s a magic number in many cultures, perhaps because that’s about how far our memories go. For some reason we can relate to things in sevens. 7 wonders of the world, 7 Chakras, 7 Heavens, among many others. How much diversity in your Brand your audience can cope with isn’t up to you; it’s up to the audience’s brains. Think in terms of the ‘Rule of 7’ with regards to your Brand as being the outside limit of how far your family of products and messages can extend

Let your Brand stand for something, specialize like Starbucks for Coffee, Lipton for Tea, Xerox for Copy, Al Baik for Fried Chicken with Special Garlic sauce (not burger or seafood), Apple for Digital Lifestyle, Facebook for Social Networking (worth pointing: Linkedin is between Business Networking and Recruiting, so it needs to specialize)

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Brand Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on AskBaaghil.com

The article was first published on Linkedin Pulse on 22nd February, 2015

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