Your brand isn’t pizza. Not everyone has to like it.
And that’s a good thing.
In a world that’s constantly screaming “broaden your audience”, it’s tempting to try and appeal to every breathing human with a pulse and a wallet.
Brands that win, don’t chase everyone. They choose. They carve out a lane, dig in, and own it.
Look at Gynoveda. Ayurvedic gynaecological care, wrapped in bold, no-nonsense language. Not trying to convert the skeptics. Just showing up for women who are done with hush-hush health talk.
Or think about The Souled Store. They didn’t chase luxury. They leaned into fandoms, cartoons, and unapologetic nostalgia. Loud, proud, and loyal to their kind of people.
Trying to appeal to everyone means your message gets diluted, your personality gets washed out, and your brand becomes a lukewarm bowl of ‘meh’.
You don’t want that.
Sharp positioning means saying “no” more than “yes.” It means standing for something, and having the guts to be irrelevant to the wrong crowd, so you can be everything to the right one.
It’s not about niche but about clarity. Precision. It’s about understanding exactly who you’re for, and unapologetically designing your tone, visuals, and offers for them.
At Cleverhat, whether it’s a reel for a real estate client or a campaign for a longevity startup, we don’t create for “people in general.” We build for specific people with specific desires, and that’s where the magic happens.
So, make your brand clearer, not bigger.
Pick your corner, stand your ground, and double down.
That’s how you cut through the noise.
That’s how you build something unforgettable.
And no, not everyone will enjoy it.
But the right people? They will love it.
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