Branding isn’t about trying to sell customers something they don’t want, it’s about giving customers something they value.
For a successful brand to form, it needs to consistently deliver engaging experiences that either meet or exceed the right people’s expectations. With the right people being those the brand can help the most.
If a brand targets everyone, it might see a short-term increase in sales, but it’ll likely see slower growth in long-term customers.
When a brand targets the right people and gives them something they value, a tribe of passionate and engaged customers can form. And through their passion exists a magnetism that draws in others.