If your brand is for everyone, it’s for no one.
Early in my freelance career, I wanted to work with all kinds of people, but over time, I realised that it wasn’t sustainable.
The people who wanted my support couldn’t afford my services, and the people who could afford it didn’t understand why personal branding even mattered, and I didn’t have the content to show them otherwise.
Founders and consultants fall into the same trap. They think being broad means being welcoming. If they keep their message wide enough, they’ll catch more clients, more praise and more attention.
What actually happens? They don’t move the needle.
Because vagueness doesn’t scale. Clarity does.
The Price of Blending In
Trying to appeal to everyone makes you sound like everyone else. You think you’re being inclusive. You’re actually being invisible.
When you blur your messaging, three things happen:
- You dilute what you stand for
- You attract people who aren’t really a fit
- You waste time explaining yourself over and over again
And when people can’t figure out who you’re for, they move on.
Personal Doesn’t Mean Aimless
Yes, your brand is personal. But that doesn’t mean it’s directionless. A strong personal brand still speaks to someone. It stands for something. It draws a line between who you want in your world and who you don’t.
You’re not just sharing who you are. You’re signalling what kind of people you’re here to serve and collaborate with.
That’s the part most people skip. And it’s the part that makes the biggest difference.
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Specificity Builds Trust
Nobody refers to “someone who does a bit of everything.” People refer to experts. People remember clear outcomes.
“I help people with their mindset and strategy” is vague.
“I help first-time founders build confidence and clarity around their go-to-market strategy” is sharp.
You’re not limiting yourself by being specific. You’re making it easier for the right people to see themselves in your message.
And when that happens, you don’t have to chase leads. They show up already warm.
The Illusion of Being Open to All
Casting a wide net feels safer. Like you’re keeping your options open. But the truth?
No clear offer.
No distinct audience.
No recognisable message.
Which means no traction.
Every time someone lands on your profile and can’t tell in three seconds who you are for or what you offer, you’ve lost them. That’s the cost. Silent exits. And you rarely get a second chance.
You Can’t Build Real Relationships Without Direction
Relationships are at the heart of personal branding. But you can’t build strong ones if you don’t know who you’re trying to connect with.
This is where many people get stuck. They build their brand around themselves only, not around the people they actually want to attract.
Ask yourself:
- Who is my ideal customer profile (ICP)?
- Who do I want in my inbox?
- Who would I enjoy working with or talking to every week?
That’s your filter. That’s who you build for.
Positioning Isn’t Just About Your Job Title
Your brand isn’t your LinkedIn headline. It’s how you make decisions.
What you post.
What you say yes to.
Who you build with.
What you stop entertaining.
When your brand is built around who you want to serve, everything becomes easier. Your offers hit harder. Your calls convert faster. Your content actually lands.
That’s not luck. That’s focus.
Confusion Is Expensive
Being unclear might feel less risky. But it’s the most expensive mistake you’ll make.
You won’t see the cost straight away. It’ll look like:
- Nice comments, but no conversions
- Followers who never buy
- Connections who say “love your content” but never ask to work with you
That’s not impact. That’s drift.
Your Personal Brand Is Not a Vibe
It’s not a carousel. Or a pretty colour palette. It’s a signal. And the clearer the signal, the stronger the pull.
But if your brand is trying to say “yes” to everyone, it’s saying nothing.
You need to stand for something. Even if that means some people won’t get it.
In fact, that’s the point.
Three Signs You’re Trying to Be for Everyone
- Your message changes so much from person to person that your core point gets lost.
- You keep attracting people who aren’t a good fit
- You feel the need to justify your value every time you speak
If that’s you, it’s not a messaging problem. It’s a positioning one.
You haven’t made a decision yet.
Specific Brands Travel Further
The more focused your brand is, the more it cuts through.
Clarity builds credibility. Confusion doesn’t convert.
You don’t need to be known for everything. You just need to be known for something. Something that sticks.
When your message is clear, people don’t hesitate. They understand who you are, what you do, and why it matters.
If someone had to describe you in one sentence, could they?
Would they get it right? Would they say the same thing you would?
That’s the power of brand clarity.
It helps others advocate for you without effort. It takes the guesswork out of your value.
You don’t need a louder voice.
You need a sharper message.
Moving Forward
You can be personal without being vague. You can be open without being aimless. Build your brand with people in mind. Know who you’re for, and speak to them like you’re already in conversation.
The right people will find you faster.
See you next week!
