This shirt on a Jimmy John’s delivery guy says it all. They make sandwiches. Really good sandwiches. Specifically, really good cold sandwiches.
You know what they do. That’s what a brand is all about.
A brand is one idea that creates a clear vision of what you do in the customer’s mind. Just one.
There is no AND in BRAND.
You can’t make the best sandwiches, and the best salads, and the best soup.
You can’t claim to do everything. We won’t believe you.
Now do your homework: Read the marketing classic Positioning: The Battle for Your Mind.