Overlooking this principle can cause you to waste countless dollars on promotions that go nowhere, resumes that don't get a callback and church ads that no one responds to. If you're going to build a brand that creates a community of followers that goes beyond your Twitter account you're going to have to clearly define who you're trying to reach. The reason is simple, you can't reach everyone and the target audience will determine the overall design, language and approach that your branding reflects.
-You can't state that you ,as an employee, would be a great fit for any position because you don't even want every position.
-You can't argue that your product will be great for everyone because it won't be useful for everyone.
-You can't imply that everyone would love the type of worship service that you offer because some people will prefer a different style of music or preaching so don't try to appeal to everyone, try to find the niche that you can reach and press as deeply as you can into that.
It's not about everyone.
Everyone doesn't buy computers at $1,200 a pop but it hasn't stopped Apple from being successful. Why? They have found their niche and they lean into it. The goal of building a solid brand is not to try to make something or make yourself out to be someone that is loved by everyone because even Jesus had people that didn't see the value He offers. The goal of building a solid brand is to build something that provides value and as you consistently provide value to people they will share what you're doing with others who have similar interests.
Thus, your aim should be to find out who you can add the most value to with the gifts, skills & resources that are at your disposal and focus your brand in their direction.
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