Before you can decide on your brand fonts, colors or imagery, let alone your messaging, you need to know who you're trying to attract first.

Understanding who isn’t your ideal customer sometimes helps you better clarify who is.

You can’t be “it” for everyone. In fact, if you try to please everyone, you will please no one, especially yourself.

If your culture is how you do business internally, your brand is what people believe about you externally.

The thing is, If you try to market to everyone, then you successfully market to no one.

Your ideal customer should be attracted to the brand that rests on the fabulous culture you
created, but they don’t have to share your personal interests or have the same lifestyle you do.