How do you build a brand? You narrow the focus.

In our last branding issue, we cited articles about some social network brands (LinkedIn, Facebook, MySpace) and how their networks grew by doing the opposite. The benefit of doing the opposite -- or honing in on a very specialized audience -- is what so many businesses are afraid to do. It's counterintuitive to some to narrow focus when the inclination is to broaden their base for growth and higher revenues. The trick, however, is to be the best at a specialized, narrow area.

In a fascinating article on brand opposites, author and marketing expert Laura Ries recently did a Coke/Pepsi comparison of John McCain and Barack Obama. From a nonpartisan, but marketing advisory standpoint only, she emphasized how she would brand each candidate.

What caught our attention was the emphasis on how important it was to "hone" in on one unique message, even down to a particular word or phrase. Even though the candidates must appeal to a broad range of people and need to address a broad range of topics, they still have to follow the narrowing rule.

McCain had a rough start with his message, starting with "experience," yet not business as usual, but he was often viewed as too close to Bush policies. By the GOP convention the message seemed to be "country first," but with the seemingly hasty pick of Sarah Palin as VP, he breathed new life into his campaign. He has successfully (so far) changed his messaging strategy to that of a nonconformist or "maverick."

From the start, Reis pointed out, Obama used the word "change" -- and he's stuck with it in every speech, every sign and every campaign message. While Hillary went from "experience" to "change" to "ready" to "solutions," changing her message "as often as she changed pantsuits," Obama stood true to his message.

Even smarter in the Obama camp is the strong messaging strategy -- rather than focusing on what might make him "better than," he's focusing on what makes him the "opposite" -- by emphasizing his policies and ideas one way and pointing out that the reverse is true of his opponent, he keeps the focus on him.

For example, Obama needs to keep repeating his message of change, but also focus on what the opposite would mean. Obama might say, "I'm for change in Iraq. My opponent is for more of the same." As to not be partisan here, McCain could do the same: "I'm for less government. My opponent is for more government."

So, what's the lesson for business? Emphasizing how much better you are than a competitor just brings equal focus to the competitor. It's better to be different (narrow) or opposite than it is to be an "also ran."

To read Ries' full article, click here.