There Is No Space In Brand

Keep It Simple, Simon

Focus, focus, focus as Peter Drucker would have said. Andy Sernovitz, the word of mouth guru, puts it another way: There’s no “and” in “brand”.

Here’s why it doesn’t work:

  • You can’t sell it. Your sales material can’t convince people that you’re the best at A–and, by the way, you also do B. Not believable.
  • You’ll never be the go-to guy. People call Andy Sernovitz for word of mouth advice. They call Guy Kawasaki for startup advice. Until you are the obvious answer to “I need to call ___” you’ll just be one of hundreds of random names.
  • You’ll never get referrals. Your friends and clients don’t know what to say about you.

It is also true that if humans have a problem with your brand then search engine robots will have an even bigger problem. You must own your brand on the Internet. In practical terms that means when you Google it, you come up first.

Building on Andy’s idea there is also no space in brand. In other words it’s one word. That is important in branding too. Stick with a brand that is a single word and you will avoid a great many problems on the Internet. Allen Adamson of BrandSimple leads by example here. He believes strongly in simple brands but his brand is BrandSimple. I guess he reversed the words because SimpleBrand was already taken. His blog is worth exploring for further ideas on this. Quite rightly his attention is now much more on digital brands and you can guess the name of his next book. BrandDigital of course. I assume DigitalBrand was already taken too, but by now perhaps reversing the words is a kind of trademark for him.

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