You don’t need a range. You need a reason.

Because if you can’t make one thing stand out, what makes you think you can position a range?

Too many brands stack SKUs like a substitute for strategy. “New drop!” “Limited edition!” “Extended line!” I’m bored. That’s not building a brand. It’s building your inventory and diluting your message. The thing is you don’t actually need more brand products or features. You need brand positioning.
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The Single-Product Advantage

When you’ve only got one thing to sell, there’s nowhere to hide. Which means you’ve got to be clear. Loud. Deliberate. You can’t rely on volume. You’ve got to build meaning. And that’s where great brands shine. They take the simplest possible idea and position it so well, it becomes unforgettable.

Think Graza. They started with two SKUs of the same product. Olive oil. The Sizzle and The Drizzle. In a squeezy bottle. Bold tone. No Italy-in-a-bottle fantasy. Just “here’s how you actually use this stuff.” One everyday product.

Or Liquid Death. It’s water. But they positioned it like a cult beer brand. They don’t sell wellness and electrolytes. They sell rebellion. Travis Barker from Blink 182 partnered with Liquid Death to sell an enema kit. That’s their idea of wellness. It was odd, but it worked, because their positioning went harder than the product ever could.
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*Note: 2025 consumerism is absolutely insane lol.
We live in a world of too much everything. Too many brands. Too many SKUs. Too many choices. You're not competing against “the second-best option.” You’re competing against infinite scroll. The old idea of being the cheapest, the premium, or the middle-tier option? That’s dead. Categories are collapsing. Norms are shifting. And your audience? They're not looking harder, they’re switching faster. So no, your ‘new collection’ won’t save you. Your positioning, however, will.

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Pick-A-Lane

If you’ve got a single product or service business, let’s play a game. It’s called: Pick-A-Lane. That means you need a category you can own. Pick one.

1. The Category Creator

You’ve made something new. Or at least, you’re saying it in a way no one else has. You’re not petrol stop charcoal. You’re charcoal on a mission to end slave labour and deforestation. That sorta thing.

2. The Category Reclaimer
Everyone else is chasing the new shiny object. You were there through it all. Not “reimagined” just “The Original.” The one that worked before the other options.

3. The Category Flipper
You’re not solving a problem, you’re flipping the whole game.
Liquid Death didn’t say “we’re better water.” They said “death to plastic” and built a movement around it.
They’re not in Holland & Barrett. They’re marketing enemas with Travis Barker.

Here’s where a lot of founders mess it up: They describe their products. They list features. Options. They explain specs. Cool story. No one cares.
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Positioning isn’t a paragraph on your About page. It’s a decision about what you mean, who you’re for, and what hill you’re willing to die on. Because when you’ve only got one product, you’re launching a belief system.
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That means you need to turn your product into a signal. Something people recognise. Repeat. Share. Obsess over. You want people to feel like they’re buying into something sharper than “we just wanted to make something better.” No one wakes up excited about “better.” People buy clarity. They buy attitude. They buy the story they get to tell themselves when they choose your brand.
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Here’s some examples…

Brand: Graza
Product: Olive Oil
Pick-A-Lane: Category Creator
Positioning Move: Made olive oil feel new again
Why it works: Clear SKUs, clever naming, better packaging
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Brand: Liquid Death
Product: Water
Pick-A-Lane: Category Flipper
Positioning Move: Killed the wellness tone
Why it works: Punk branding, merch culture, “death to plastic” mission
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Brand: Mutti
Product: Sauce
Pick-A-Lane: Category Reclaimer
Positioning Move: Went back to what worked
Why it works: The Original. ‘The’ Tomato Sauce company. Unapologetically simple.
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Brand: Canopy
Product: Humidifier
Pick-A-Lane: Category Flipper
Positioning Move: Rebranded the ugliest product
Why it works: Made it sleek, beautiful, bedroom-worthy