Page 22 - Branding Yourself and Your Business

18 ROBERT DRAKES

brand but then see that there is just one of yours for the same thing
they will know that your brand is not trying to be all things to all
people and be more likely to choose yours. This is a pitfall that you
have to try to avoid with your brand. Many companies believe that
when they see their initial brand do well it gives them carte blanche
to expand their product line as quickly as possible to cash in. While
this might boost sales and revenue in the short term, it will destroy
your brand over the long haul because you have weakened it too
much. Additionally, by expanding your product line it weakens the
first product that brought you success in the first place. This is not a
winning proposition, therefore keep it simple and specialize and
your brand will be able to successful for many years.