All brands start with an idea. When that idea is something that can help or inspire others, it has the potential to be a brand. At Imbue, we spend a lot of time working to understand the true essence of a brand so we can help tell its story in a way that connects with the right people. In some cases, brands that are growing fast begin to fragment because they try to broaden their reach rather than focus on the one thing they really do best.
In other words, we see a lot of organizations try to help everyone, rather than focusing on the ones they set out to help from the start. That’s noble. You’ve got a great product or service that can help almost everyone, why not tell everyone about it?
- You’re more likely to see how your product or service can help the masses because you see the potential, but the general public doesn’t (yet).
- You likely can’t afford to tell everyone.
- You’ll waste a lot of time and money talking to people who really aren’t the right fit or aren’t ready for a conversation with your brand.
- When you try to talk to too many audiences, you risk confusing the one you really should be speaking to with great clarity.
Whether we’re talking about a personal brand, or a company or organization, focus on what’s inside first. Why was the brand established? Who was it created to help? What does the brand stand for in the hearts and minds of the people who created it (and work for it)?
With those questions answered and with everyone aligned internally, you’ll be better positioned to tell a clear and powerful story to the people you want to serve.
And remember, focusing on what your brand means to you right now doesn’t mean it can’t change later. Brands evolve as audiences change, competition grows, and new products or services are launched. However, focusing on what the brand means internally, and precisely who it helps right now, is the first step in engaging with a real person who will feel it matters to them today.