Being known for something is hard.
Southwest is no frills. Volvo is safety. I focus on the business of selling and delivering marketing advice.
In order to become known for something, you have to choose what you want to be known for. And that’s often easier said than done.
It means saying the same things over and over again from new angles in your marketing and messaging.
It means not talking too often about things that are off-topic or unrelated to your core thing.
Building an association inherently means making trade-offs. It means saying no to being associated with other things that are not your main thing so you can become known for something specific.
At least until you’re ubiquitously known for that thing.
Being known for one thing is hard enough. If you want to stand out as the go-to person for your thing, you need to be relentlessly focused on it at the expense of other things.
Make the trade-off or get lost in the noise.