47 Specialise

47

SPECIALISE

When you are aiming to increase your turnover and a potential customers asks, “Can you do this?” It’s tempting to think, “Hey, more business!” and reply, “We could do that, defi nitely!” While this might be a good chance for your organisation to grow, it can also distract you from your main purpose.

If you’re going to make it clear to customer what makes you different from the rest, you need to have be clear about what’s at the heart of your brand identity. One way to keep your focus is to be a specialist.

The idea In the UK there is a shop called The Holding Company. It started in the King’s Road, Chelsea and it’s online too. It sells storage for your home and offi ce. It’s got one of those names with a dual meaning that makes you smile wrily: A holding company is one that owns others but doesn’t do that much, but The Holding Company sells storage for your home and offi ce. From soap dishes to shelving systems, baskets, vegetable racks, fi ling cabinets. Stuff that holds stuff. Things to help you keep tidy.

Their stock changes all the time, but their brand identity stays solid. They specialise in selling good quality storage tools for keeping the place tidy. Their founder even presented her own television programme on extreme decluttering, and they are regularly featured in the press.

In practice • If you’re a specialist then make this clear, with your name and in your publicity. • Stay focused; you could sell other things, but that makes your identity fuzzy at the edges. • Build partnerships with other brands who have similar customers, but mark your boundaries.