Minds have limited capacity.
The mind rejects any information that does not compute. It accepts only new information that matches its current state of mind. The mind has no room for what is new and different unless it is related to the familiar. 

Minds resist confusion.
People resist that which is confusing, and cherish that which is simple. People want to push a button and watch the thing work. People love simple. 

Minds are insecure and emotional.
Minds are emotional, not rational. People buy things for emotional reasons. When people are uncertain, they often look to others (influencers) to help them make the right decision about how to act.  People don’t like being out of the loop. 

Minds don’t change often.
We are more impressed by what we already know (or buy) than by what’s “new.” Once  a mind has formed a habit it’s very difficult to change. 

Minds have difficulty staying focused.
The more variations you attach to a brand, the more the mind will lose focus. The more the brand loses focus, the more vulnerable it becomes. In toilet tissue, corn oil, or toothpaste, the specialist or the well-focused competitor is always the winner. 

Strong brands need to be exceptional at one thing than good at many things. Strong brands represent a single, simple, ownable, credible, highly valued and differentiated position in the minds of the target audience segment the brand serves.

Does this describe your brand?

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Article source: Branding Strategy Insider