Internet Brand Building – Part 2: The Lure of Convergence

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What’s with the lure of convergence?

As we looked at in Internet Brand Building Part 1, divergence, extremes and singular focus work well in business, not offering lots of different products and services under the same brand banner – which causes confusion in your customers’ minds.

If this is the case, why are we tempted to converge in business – that is to expand to cover new products and services that dilute our original offering – especially when we have success? Well here’s why. I think it’s for one of 5 reasons:

  1. Money – ‘We’ve become successful in selling X, we can make more money if we also offer Y & Z’  – this does not follow
  2. Convenience – ‘Let’s put a camera and a phone together for convenience’ – yes, it has worked for some brands but ultimately, no matter how good it is, a wedding photographer wouldn’t use an iPhone 4 to shoot a couple’s big day.
  3. Novelty – people have been trying to invent the ‘flying car’ since around 1910 but to no avail
  4. Fear – the mindset of ‘if we niche ourselves down, we’ll marginalise a big section of our target market’. Not so – try and be all things to all people and you won’t be anything to anybody.
  5. Commonly held paradigm – convergence is touted as the norm in society and we don’t question it. But look what else is the norm in society – the 9-5 rat race, eating fried foods, watching the news, having a large mortgage…none of which spell true SUCCESS and HAPPINESS but instead mean keeping us in the boring middle ground of life.

Say No to the good so you can say Yes to the great!

Take look at where you’ve been truly successful in life – it’s when you’ve focused in one area, to the EXCLUSION of other things. You may have even felt a little guilty because you have not met someone’s or everyone’s needs but ultimately, you have met many more needs by choosing this path.

If you’ve got kids you know what I mean – you have to say no to a lot more things than you used to before they came along right? Nights out with friends, hobbies you used to enjoy, work (in many cases), that nice convertible sports car you planned on having ;-) But ultimately this is for the greater good of having a legacy of children and a loving family. So the divergence and ‘pruning down’ is worthwhile.

Entrepreneurially this is very positive news – there’s continuous divergence and therefore continuous opportunity for new brands to establish themselves.

So what do you do if you have a number of different products or services? Put them into SEPARATE brands. This is what I have done with my two niches iBrand Boost & Alkaline Diet Health Tips. I’ve got two totally different brands, websites, subscribers that I do NOT mix – unless my prospects and customers find me on here or Facebook and just like ME as a brand of course :-) Sure YOU can be the brand if you’ve worked it well enough. Just be careful not to position yourself so YOU are the only one who can run the business and you are unable to sell it, should you want to later down the line.

Al Reiss, who is best-selling author of Positioning: The Battle of Your Mind, Marketing Warfare, The Fall of Advertising and the Rise of PR, The 22 Immutable Laws of Marketing, The 11 Immutable Laws of Internet Branding, and The Origins of Brands suggests some key action steps you can take for superior online business branding.

3 Steps for Superior Online Business Branding

  • Determine what category you’re in. Decide if you’re emulating someone or something rather than doing it differently. Then decide to do it differently.
  • Brand your product. Make it different and unique, and even shocking. Create a powerful brand name to connect your product to the category you’re in.
  • Do something constructive in the PR area to establish your new category and brand

Read part 1 of this post – Internet Brand Building – Part 1: What We Can Learn From Darwin

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Get "The 7-Ways To Alkalize Your Body" Guide & Printable Alkaline Food Chart
  • Discover The Amazing Health & Healing Benefits of Alkalizing Your Body
  • Lose Weight Much More Effortlessly
  • Identify The One Acidifying Killer in Your Home
Enter your Name and Email to Get the Free Guide

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