All of the most outstanding brands do one of two things:
The include a large group of people and they exclude a lot of people.
There is nothing wrong with excluding people from your brand’s value proposition.
In fact, it is one of the best things that you can do for your brand.
Why?
Because as soon as you attempt to make a brand that appeals to too wide of an audience, you begin to create a company or brand that has absolutely nothing noticeable to offer anyone.
Why is that?
Well, if you attempt to appeal to everyone, it is likely that your brand will quickly become watered down and an anodyne version of something that you may not want to be.
So, whether you realize it or not, you need to be exclusively for someone.
Let’s look at an aspirational brand like Mercedes Benz.
While they have a tagline “The best or nothing.”
They have still walked the line of being open to many.
So even if you aren’t in their marketing window right now, you can aspire to want that…
Think about how Apple did a job of blowing up their brand…with a large focus on youth with their campaign of Mac vs. PC.
This campaign very overtly played to the young and the young at heart.
When you think about your own brand, what does it stand for? Who is your brand exclusively for?
Are you proud of your difference and the way you are not for everyone?
If you can’t answer yes, how are you going to change that?