The food cart outside the gallery was in the perfect spot to attract the attention of hungry tourists. Judging by the two choices listed on the menu that’s exactly what the owner was thinking too.

Now serving
Custard Tarts
Kale Soup

Differentiation starts with the choice to do one thing well.
Hedging your bets feels safer than putting a stake in the ground.
But it’s rarely a good branding strategy.

When you stand for something, people know. What do you want to be known for?

Image by Kent Kanouse