Build brand identity around a focused product category - random product catalogs destroy customer loyalty
Customers need to understand what your brand stands for to form loyalty and return for repeat purchases. A scattered product catalog confuses visitors and prevents brand recognition. Focus on one category and become known for it.
When to use
When planning product expansion or portfolio strategy. Before adding products in unrelated categories.
Don't do this
Launching products across unrelated categories (smart home, pet products, kitchen gadgets) under one brand, creating a random catalog with no clear identity.
2 Founders Who Did This
Criticized dropshipping for having 'no brand equity' because 'every two months you're closing down shop opening a new shop' versus building one brand customers identify with
Built brand around individual inventors instead of product category - website showed random catalog of 400+ different products