In a competitive market, spotlight is a very effective strategy that helps brands establish a unique place in the minds of consumers and gain more attention and recognition.
First, focus on making brands experts. When a brand focuses on a product or service area, it invests more time and resources in developing and improving the relevant technology and knowledge. This professionalism allows the brand to become an expert in the field, demonstrating a higher level of professionalism and attention to detail. Consumers are more likely to trust and trust expert brands because they trust experts to deliver better products and services.
Second, spotlight makes brands easier to remember. When a brand focuses on a certain area, its image and message are more likely to impress in the minds of consumers. When faced with a wide range of brand choices, consumers tend to choose those that they remember and recognize. Focus allows the brand to establish a unique place in the minds of consumers and makes the brand message easier to remember.
For example, car brands such as Jeep, Haval, and Subaru have all established themselves as experts by focusing on off-road and SUVs. They have invested a lot in R&D and innovation in this field, providing excellent products and services, and winning the recognition and trust of consumers. Their focus makes it easy for consumers to associate their brand with this space when thinking of off-road and SUVs.
Conversely, generalist brands may face some challenges. When a brand dabbles in too many different product or service areas, consumers may be confused and the brand image is easily blurred. Such brands often lack professionalism and distinctiveness, making it difficult to stand out from the competition.
Therefore, the power of expert brands lies in focus and single-mindedness. By focusing their efforts on a specific product or service area, brands can build an expert image and provide better products and services that will impress consumers and achieve sustained business growth.