One of the most critical elements to the success of your business is the right kind of branding. When you establish a strong brand in the marketplace, people are not only more likely to remember who you are and what you do, but as a result, they are more likely to purchase goods and services from your company over another firm that offers similar products and services.

While there are certainly brands out there that have managed to find quite a bit of success with a wide-reaching portfolio, (General Electric, Proctor & Gamble, etc.), the brands that achieve the greatest success are those that approach a very specific niche market. Even when you look at bigger organizations like Proctor & Gamble, you’ll find very few end user products that bear the P&G name so boldly.

Instead, the consumer is more likely to recognize brands like Duracell, Gillette, and Pampers, all of which fall under the Proctor & Gamble family of brands. The same can be said about Kleenex (Kimberly-Clark Worldwide) and Q-Tip (Unilever), among countless others. By having these brands specialize in a single, specific product, these larger organizations are able to almost make the brand synonymous with the type of product itself. Not too many people ask for facial tissue and cotton swabs; they ask for Kleenex and Q-Tips.

If your company’s product line is getting too diverse, it is probably a good idea to consider branding (and marketing) each product separately for greater success.