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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  June 02, 2015

Great Example of Expanding a Platform

Now that the economy is picking up, many businesses are adding new products and services to their mix. Smart move. The problem: if this isn’t done strategically, your brand can get lost in the shuffle.

Here’s a great example of doing it right: photographer Seth Casteel, the brain child behind the “underwater dogs” phenomenon. His next move: underwater babies.

Let’s drill down and learn. When you offer something new, two things need to stay the same. First, continue to do what initially attracted buyers. In this case, it’s the high cute factor, something that babies and dogs share. This continues the “awwww” visceral reaction that launched his business.

Second, keep the approach. Casteel is known for underwater photography. The market expects that from him. If he went off into left field, the disconnect would create confusion. And confusion is the #1 reason great ideas get ignored. Instead, he extends his brand of “underwater” — just with a different subject. This cements the brand with consistency.

Every time you introduce something new, ask yourself: how does this relate back to my platform? Am I extending my brand of creating an orphan? Proceed accordingly.

 

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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.