The 22 Immutable Laws of Branding by Al Ries and Laura Ries outlines essential principles for building and maintaining strong brands. Here’s a summary of the key laws:
1. The Law of Expansion
The more you expand your brand to cover more products or markets, the weaker it becomes. Focus on owning a specific category.
2. The Law of Contraction
A brand becomes stronger when it narrows its focus. Specialization builds authority and credibility.
3. The Law of Publicity
Brands are built through publicity, not advertising. Public perception drives brand value.
4. The Law of Advertising
Once established, brands need consistent advertising to maintain their position in the consumer’s mind.
5. The Law of the Word
A strong brand should own a word or phrase in the consumer’s mind, like “search” for Google.
6. The Law of Credentials
Believability is key to branding. Build your brand on a foundation of authenticity and trust.
7. The Law of Quality
Quality is important, but perception matters more. Consumers buy what they think is the best, not necessarily what is.
8. The Law of the Category
Instead of being the best in a category, be the first in a new category. Innovation creates new opportunities.
9. The Law of the Name
A brand’s most important asset is its name. It should be simple, memorable, and meaningful.
10. The Law of Extensions
Line extensions dilute a brand’s power. Stay focused on the core identity of your brand.
11. The Law of Fellowship
Brands within the same category can coexist. Competition can validate and strengthen a category.
12. The Law of the Generic
Avoid generic names; they lack differentiation. Stand out with a distinctive identity.
13. The Law of the Company
Consumers care about brands, not companies. Focus on branding your products, not the corporate name.
14. The Law of Subbrands
Subbrands often confuse consumers and dilute the parent brand. Use them sparingly.
15. The Law of Siblings
Different brands under the same company must have distinct identities to avoid cannibalization.
16. The Law of Shape
Logos and brand symbols should fit the medium where they will appear, such as digital screens or packaging.
17. The Law of Color
Use a brand color that differentiates you from competitors in the same category.
18. The Law of Borders
Brands are global, but success comes from adapting to local cultures and markets.
19. The Law of Consistency
A brand must remain consistent over time. Frequent changes confuse customers and weaken the brand.
20. The Law of Change
Brands should change only when it’s necessary for survival. Change must be done cautiously and strategically.
21. The Law of Mortality
No brand lives forever. Be prepared for decline and adapt to new opportunities.
22. The Law of Singularity
The most powerful branding strategy is owning a single idea in the consumer’s mind.
