Brand Focus

Successful brands have a single-minded focus. Simply, they stick to what they do best. They provide an immediately understood...and meaningful benefit. Consistently, in all they do. Here are a few examples: Volvo (safety), Whole Foods (fresh/local), Haagen Dazs (pure indulgence), Harley Davidson (rebel experience), Visa (freedom), Starbucks (coffee experience). Think about your brand and narrowly assess your strengths and capabilities. You'll find your brand focus. 

Take Altoids® for example. The brand revolutionized mints and has since garnered a 55% share of the premium breath mint market. Strong achievement. Strong product. Strong packaging. Strong communication. Focus in everything they do. They're tight, brand tight. Altoids' real strength though, is its benefit. The tag line, "The Curiously Strong Mints" is really a mini positioning statement. Strong is better, from intense taste and steely tin packaging to the emotional bond the brand makes with you.