Hustle & Heart Why Being All Things to All People is Hurting Your Brand

Often, decisions made by small business owners are led by feelings of fear and scarcity. And hey, I’m not judging! According to the Bureau of Labor Statistics, nearly 20% of small businesses fail in their first year, while around 50% fail in their fifth year. So naturally, these numbers may spark a little bit of pressure or fear as you make choices for the growth of your company.

One major issue that I’ve found small business owners run into is trying to be all things to all people. Trust me; fear is definitely a factor. It’s scary sometimes to lean in the direction you feel passionate about when you aren’t sure if the world will respond in your favor. The good news here is that you don’t need to worry about what the world will do, just your ideal market.

Stop trying to please everyone. Start following your passion.

It may seem less daunting to move forward with something you think everyone is sure to like, but I promise that the return will be so much greater when you go with your passion. You spend a lot of time creating a product, pricing, branding, marketing, and developing content for your business. You don’t want to waste valuable time, money and resources building a brand that doesn’t reflect who you really want your business to be.

You have to get comfortable listening to that inner voice and playing up your passions and strengths that make your business unique. When you spend time trying to shapeshift into a brand that looks like everyone else’s, you wind up with something everyone thinks is just “ok.” Wouldn’t you rather spend time creating something of value that sets itself apart and customers fall in love with?

Your ideal customers are out there, and you’re going to miss them.

Nobody says being a business owner is a popularity contest, so why does it feel like it sometimes?

It’s almost as if getting customers and clients is a means of proving to the world that someone out there likes us and believes in our ideas. So of course, when people ask who your ideal customer is, it’s easy to answer “anyone willing to pay me.” Sure, we can laugh it off, but why is it that so many businesses try to sell to everyone instead of honing in on who they really want to serve?

Deciding to gear your brand towards a more niche audience can be scary with that voice in the back of your head asking, “But what about all the other people out there?” This is such a normal question, but the answer is so simple. Are you ready for it?

Not everyone is going to be your customer! People who don’t need or want what you have to offer aren’t worth your time and energy! When you focus on the kind of business you want to be and the specific audience you want to work with and/or sell to, that is when your brand becomes something that sells for you. It will capture the right people’s attention.

You’re the CEO of your business – embrace it!

You get to create the business of your dreams and choose the direction you go. Just because something works for someone else doesn’t mean it’s going to work for you. You decided to pursue your vision and mission by working for your business, and that means you’ve got something special. When you try to make your business attractive to everyone, you often wind up making it attractive to no one at all. Think about what makes your brand stand out, and take inventory of the steps you’re taking to make it connect with your customer!

Remind yourself that you’re the one calling the shots. Don’t get caught up in pleasing everyone and instead, do things that feel right for you in your business. When you do this, people will be drawn to what you’re putting out into the world, and your work will be more fulfilling.





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