As a brand, you want to be everywhere.
You want everyone to know who you are and what you stand for.
But that’s not possible.
The world we live in is simply too big for one brand to appeal to every single person in it.
It doesn’t matter how amazing your product or service is, there will always be someone who doesn’t see its value.
That’s why, instead of trying to be everything to everyone, you should try to be something to someone.
Otherwise, you don’t really have an identity or position. You just have a product or service that you hope people will buy.