The brand thinks it’s so good that it must be for everyone. The word makes the CEO smile inside and out, while the marketing team stares into the void, reconsidering their life choices.
Waters down your message until it’s as exciting as room-temperature oatmeal—technically fine, but nobody craves it.
Confuses potential customers because if you’re for everyone, you’re not really for anyone.
Somewhere, a branding consultant wakes up in a cold sweat, whispering, “Not again…”
What Works
Define who you are for—strong brands stand for something, not everything.
Speak directly to your ideal audience, not the entire planet. Be bold about what makes you different.
If your messaging could apply equally to artisanal cheese, life coaching, and a new fintech app, it might be time for a rethink.
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