Your brand needs two things.
A central message that invites your audience in and substance that gets them to stay.
The central message is often ambitious. Illustrating the future state your audience will find themselves in after you help them or the ideal your brand stands for.
Substance explains how that future state or ideal will come to be. It offers reassurance and give your audience confidence. Enough confidence to take that first step.
Your brand’s central message won’t be for everyone. It shouldn’t be. It should be for the few you stand to help the most.
Because for those few, what you offer is exactly what they’re looking for.