Having a brand that is associated with doing one or just a few things well will help you to build a strong brand. If you want to open a business, it's okay to sell only a few items or if you want to open a restaurant focus on being great with just a few dishes. Think of all the specialty stores that are out there that specialize in selling one thing or focus on a genre. Toy stores, for example, fit into this niche. Although they sell a variety of products, they are all geared to toys. Girls toys, boys toys it does not matter, when you are going into a toy store you know exactly what you are going to see and you know why you are there. This increases their brand, whether it is a well known toy store such as Toys “R” Us, or a neighborhood toy store.

The same goes for restaurants. If you want to open an Italian restaurant, do not include dishes that do not fit within the scope of your business. Focus on doing Italian dishes right and you will build a well respected brand for doing it well. There are certain rules you should follow to ensure that your brand benefits if you want to specialize or contract.

1. Make sure that whatever business that you want to be involved in you keep it simple and narrow.
2. You will want to keep the supply of your product full at all times.
3. When dealing with wholesalers, you want to strike the best possible price so you will be able to sell your product at inexpensive prices.
4. You have to make sure that you an expert in whatever you choose to do so that you will be the leader in the industry giving you a strong brand identity and creating a positive impression.

Think of the large companies in the world that dominate in their category by focusing on one product. Coca Cola, for example, is the worldwide leader by far when it comes to selling cola drinks. Recent studies have shown that their share of the worldwide market in the neighborhood of 70%. We shouldn't even refer to Coca Cola and Pepsi as cola wars because there is a clear winner in the category. McDonald’s and Burger King are the same way; they are successful because they focus on making hamburgers.

While they have expanded their menus to include chicken, they remained focused on being good at just a few items.