Whether you're talking about your company's brand or your personal brand, it's all about doing one thing, and doing it well. Just listen to this conversation between Don Rickles and Chris Rock in this month's GQ:
Rickles: Chris has a style, and God bless him, it's great. And I have a style that I picked up. When I was a young man, I was the guy with the insult. It was always in my personality. I always did what I did and never made plans otherwise.What's your thing? How well do you stick to it?
Rock: That's like saying, "Why didn't Pete Rose hit more home runs?" Listen, he figures out what works for him. Basically, whatever gets your mother a house, you do that thing.