By ensuring you are not trying to be all things to everyone you are ensuring you focus on what it is you do well. By focussing on what you do well you can continue to develop your service and processes, increasing the value you offer to your audience.
The more you focus on your strengths the more you improve and advance your solution, increasing your overall value to your audience.
“To hold your market share in an increasingly competitive market, sticking to what you do best will help maintain focus on serving the customers you’ve already earned and potentially attracting new ones.”
If you think of the brand ”Volvo”, what sticks out in your mind? Safety. For decades, the Volvo brand has stayed in its own lane and concentrated on what it is good at, making cars with the highest safety standards.
In doing so, Volvo has been able to lift the industry standards as it put a focus on improving what they do well. Although Volvo has stepped up its game in recent years and is introducing much more visually appealing and technologically advanced cars, their primary focus remains on their “Safety First” mantra.
The brand vision of Volvo Cars to ensure nobody is killed or seriously injured in, or by, one of its new cars by 2020 has already made a “major impact” on brand engagement levels, according to its VP of global marketing Thomas Andersson.
As it broadens its appeal to those whose priorities are not necessarily Safety, it remains focused on its core cult following by not deviating from its core values and promise. This highlights the fact that brands can still evolve, and still stay true to their promise.