Making Their Mark!
Narrowing the focus of a brand is not an easy thing to do. There's always the allure of being able to be all things to all people. "What if someone wants toilet paper?" is probably one of the questions Toys R Us asked before deciding to launch their in store toiletries section. Why? Because they can. And because it's extremely difficult for business' today to AVOID trying to be all things to all people....to say NO to anything that distracts from your core and become the true expert in one area -to stand for something specific...something great.
Make Your Mark "celebrates the spirit of female athletes through fun and inspiring apparel. Our products fit to make you feel great whether you wear them to work out or to hang out. We hope you’ll find something here that inspires you to make your mark on or off the track, the court, the field… or where ever it is that you chase your dreams."
The focus is clear. They aren't contemplating the phantom "loss" in future revenue by not making the brand for men too. They aren't trying to compete with other athletic brands. They are just being genuine, true and standing for something specific....something great.
They are not only making incredible womens shirts but they partnered with Girls in The Game from day one. The corporate thing to do is "wait until we have money to give". Make Your Mark began giving from shirt number one and dreams of someday giving away the kind of money that will make an immediate impact.
When you are genuine, you don't need to try and impress or try to give back or try to be all things to all people. When you are genuine - you are simply sharing something you love. This naturally makes you stand out, enabling you to make your mark.
See their current line up at www.makeyourmark.com
What are you doing to make your mark?
Steve gumm
