Build for the few, not the many.
Seems counterintuitive, but it isn’t.
If you’re building a custom chair, you’d think about the person who’s going to sit in it rather than worrying about what everyone else is going to think of it.
Yet, when it comes to business, we’re often caught thinking of everyone instead of the few who are eager to engage with what we have to offer. It’s easy to believe that things would be better if everyone got on board, but everyone won’t. The focus on everyone leads us down a path of compromises that leaves us with nothing but a set of mediocre elements.
But that doesn’t need to be the case.
Focusing on the few allows us to concentrate on bringing the best version of our work to a circle of people who believe in what we have to offer. And that circle of people knows other people.
You can’t herd a hundred cattle by yourself, but you can herd ten, and those ten can influence the rest.
A brand is a promise. It's the promise you make to your customers about what they can expect from your product or service.
You can have the best logo, use the most fantastic typeface, create the perfect colour palette, but if you’re not using those elements consistently across your brand, you risk confusing and turning away potential customers.
Branding is one of the most important aspects of any business. If you're not branding yourself properly, it's very likely that your business will fail.
You know your business inside and out. You know what you do best, who your customers are, and what makes you different from competitors. But do others?