Episode 108 – The #1 reason why your brand can’t be all the things to all the people

March 20, 2019

The #1 reason why your brand can’t be all the things to all the people | b is for bonnie design #brandstrategypodcast #idealclient

Hi friend, I’m so glad to have you here for another episode of the Brand Strategy Podcast! Today’s episode is specifically for you if you’ve ever wondered how to build a brand that is all the things to all people.

I’m going to go ahead and let you in on a little secret: this episode is going to be packed with some tough love, but don’t let that scare you off.

I’m coming at you with my best tips as a brand designer and strategist to explain why over the years I’ve found it is better to focus on being a specific brand for a specific group of people versus trying to be the brand that is all the things to everyone.

How do I market my brand to my ideal client without scaring off other clients in the process?


1:42 – Let’s dive into this secret behind why I believe your brand has to turn some people off.

1:55 – What you can expect to experience and how you can expect to grow and serve your clients best if you take a different approach.

2:25 – Here’s some tough love—you’re hustling to grow your business, I see that. But here’s the truth, in order to craft a brand that resonates with your ideal client authentically, you inevitably will end up turning some people off. And that’s actually a really good thing.

3:10 – We do business in a creative industry that is saturated with talented people just like you. There are thousands of brands out there who are trying with all their energy to be everything to everyone and in the process they actually end up being nothing to nobody.


3:45 – If we can’t speak truthfully and confidently to your ideal client, then I believe it’s impossible for them to hear our voice through all the noise. In return, it’s impossible for them to see how your work fits into their life.

4:00 – In order to capture your ideal clients attention we have to do things differently. Here’s how to meet them right where they are.

5:55 – How to book your ideal clients when crafting a brand that speaks to your ideal client.

6:23 – When we create brands that speak directly to our ideal clients and no one else, then we give ourselves the opportunity to attract our people and the kind of work we want.

7:00 – Why it’s intimidating to market to one type of client, but why it’s essential.

“This enables you to do the work you love without compromise. Isn’t that better then the hustle that comes when you try to be all the things to all people?

8:30 – How to dive into the work you are most passionate about and why it’s okay to repel the wrong clients.

The #1 reason why your brand can’t be all the things to all the people

Today I want to leave you with this encouragement. You are fully capable of doing this. You are fully capable of stepping away from the hustle and doing things differently from the way you see other people do it. You have every opportunity and all the permission you need to instead become the go-to solution for your very specific ideal clients in the way only you can. Lean into this and I promise, you’ll be amazed at what is possible.

I hope this encourages you today and gives you that boost of confidence you need to boldly step into this concept.

No matter where you or whatever season of business you’re in, know I’m always cheering you on from Waco.


Brand Strategy Podcast

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The #1 reason why your brand can’t be all the things to all the people | b is for bonnie design #brandstrategypodcast #idealclient

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I'm Bonnie -- a designer, brand designer + strategist, writer, wife, and pet parent to the most rambunctious golden retriever this side of the Mason-Dixon! I'm passionate about building authentic brands, encouraging small business owners to chase their dreams, and spreading joy through design. It's a delight to have you here, lovely! Grab a cup of coffee, pull up a comfy chair and stay a while, won't you?

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