It’s the foundational principle of branding. Without it, generalities distract, distort, and discredit your brand. Below are five ways to develop the clarity you need:

1) Focus is good judgement.
What most companies lack are not good ideas at all, but good judgment. Good ideas are everywhere. Good judgment is a relatively scarce commodity. Base your decisions on that simple “stand-out” idea.

2) Focus is being memorable.
You can’t make your company successful. Only your customers can do that. A memorable focus has an element of shock. If James Carville had said, “It’s the economy,” the media would have ignored his message. However, “It’s the economy, stupid.” got their attention.

3) Focus is powerful.
Does your choice of copy and visuals make an impact on your customers? If not, step out of your box with a creative vengeance.

4) Focus is knowing your enemy.
Know what you’re up against and devise a plan of attack.

5) Focus should look toward the future.
Put the best people and resources into the products or services that represent your company’s future. In the short term, handle yesterday’s products in an efficient way. In the long term, put most of your attention on tomorrow’s single most important idea and best hope for the future.