If you have a brand that tries to appeals to everyone, you don't know who your target audience is. If you don't know who your target audience is, you can’t speak to what they want. By not being able to speak to what they want, you can’t hope to get a customer to see the value in what you have to offer. If customers can’t see the value in what you have to offer, they’re not going to do business with you.
To avoid this, brands need clarity and focus. They need an identity and a point-of-view so they can be understood by their ideal customers. Once they know who they are talking to, they can talk about things that matter most for that person.
