12/03/2026
One of the most common fears founders have is this:
“What if I narrow my audience too much?”
So they try to speak to everyone.
But when a business tries to be for everybody, the message often becomes vague and forgettable.
The strongest brands are usually built in the opposite way.
They start with a very clear understanding of who they are for and who they are not for.
And paradoxically, that clarity often attracts more of the right people. That pool may start small, but it can build and grow as you do. Often people say “but that’s too niche so there won’t be enough people to market to”. However imagine a room of 25 people who are all perfect matches for you, compared to a room of 1000 where there are 100 other businesses trying to compete with you, you might come away with a couple of leads. And those leads may not stick around because the message wasn’t direct enough to their specific needs.
When someone reads your message and thinks
“this feels like it was created for me” —
that’s when a brand begins to resonate.
Brand clarity rarely comes from trying to reach everyone.
It comes from understanding the people you most want to help.
Who is your brand really for? Are you able to narrow it down at all? Can you delve deeper into who the audience is and what they need from you?
