Be synonymous.

Stand for something as a company.

Then equate yourself with it—in your advertising, your internal communications, and everything you do as a marketer.

Embody an attribute. FedEx = fast.

Start a distribution channel. Amazon = online retailing.

Name a product category. Xerox = copying.

Or redefine a product category. Starbucks = coffee.

When you’re competing for people’s attention, the simple definition can go a long way. Nothing pierces clutter like brand clarity.

Be one thing, and be it consistently—and definitively.

Your customers will love you for it.