Be synonymous

Stand for something as a company. 

Then equate yourself with it—in your advertising, your internal communications, and everything you do as a marketer. 

Embody an attribute. FedEx = fast. 

Start a distribution channel. Amazon = online retailing. 

Name a product category. Xerox = copying. 

Or redefine a product category. Starbucks = coffee. 

When you’re competing for people’s attention, the simple definition can go a long way. Nothing pierces clutter like brand clarity. 

Be one thing, and be it consistently—and definitively. 

Your customers will love you for it.