How to Build a Brand That Attracts the Right Audience (and Repels the Wrong One)
Stop trying to please everyone. Learn how to create a brand identity that attracts your ideal customers and repels the ones who don’t align.
Trying to Speak to Everyone? You’ll End Up Resonating With No One.
One of the biggest branding traps?
Being so “broad” that your message becomes bland.
👉 You post safe content.
👉 You write generic copy.
👉 You attract people who don’t really get you—and you wonder why they never buy, engage, or stick around.
But strong brands don’t aim to be liked by everyone.
They aim to be loved by the right ones—and boldly ignored by the rest.
🚀 Brands that speak directly to a niche convert better, faster, and more consistently
🚀 64% of customers say they choose brands that reflect their personal values
🚀 Clarity in branding = stronger connection, better word-of-mouth, and fewer bad-fit leads
Let’s talk about how to create a brand that magnetizes the right audience—and kindly pushes the wrong people away.
1. Why Your Brand Shouldn’t Try to Please Everyone
You’re not pizza.
You can’t make everyone happy. And that’s the point.
Strong brands have:
✔️ Clear edges
✔️ Bold opinions
✔️ Specific people they serve
✔️ A defined purpose or worldview
📌 Example:
Cards Against Humanity never tries to be politically correct or PG. Their brand is sharp, irreverent, and proud of it. That’s why their fans are so loyal.
💡 Pro Tip:
If your brand tries to be for “everyone,” it ends up being for no one in particular.
2. The 5 Keys to Attracting the Right People With Your Brand
✅ 1. Crystal-Clear Positioning
Be specific. What do you do? Who is it for? Why does it matter?
📌 Example:
ConvertKit doesn’t just say “email marketing.” It says: “Email marketing for creators.” That one word filters their audience immediately.
💡 Pro Tip:
The clearer your message, the faster the right people say, “Oh, that’s for me.”
✅ 2. Polarizing Personality
It’s okay—no, great—to be a little polarizing. That’s how you stand out and connect.
📌 Example:
Liquid Death (yes, the water brand) leans into heavy-metal branding and dark humor. Not for everyone. But for their tribe? It’s perfect.
💡 Pro Tip:
You can’t attract superfans if you’re afraid to repel strangers.
✅ 3. Audience-Aligned Visuals and Voice
Your colors, tone, and imagery should speak directly to the people you want to attract—and repel the rest.
📌 Example:
Thinx (period underwear) uses bold, taboo-breaking language and raw imagery. That tone speaks loudly to their ideal customers—and makes others uncomfortable. On purpose.
💡 Pro Tip:
Your aesthetic is a signal. Make it obvious who it’s for.
✅ 4. Content That Calls Out Your People
Create blogs, posts, videos, and emails that say: “I see you. I get your struggles. And here’s how we help.”
📌 Example:
Basecamp openly criticizes hustle culture—and in doing so, attracts people who want calm productivity. Their content repels hustle bros, and that’s by design.
💡 Pro Tip:
Make your ideal customer feel like you read their mind.
✅ 5. A Strong Brand “Why” or Belief System
What does your brand stand for? What do you want your people to believe with you?
📌 Example:
Patagonia makes environmental responsibility non-negotiable. If you don’t care about the planet, you probably won’t vibe with them—and they’re fine with that.
💡 Pro Tip:
Your “why” should be clear enough to attract loyalty—and scare off indifference.
3. How to Attract the Right People and Repel the Wrong Ones (Step-by-Step)
✅ Step 1: Get Ultra-Specific About Who You’re For
✔️ Define your ideal customer’s beliefs, habits, language, and pain points
✔️ Think narrow and deep, not wide and vague
📌 Example:
A skincare brand for “men over 40 who value performance but hate routines” will do better than one for “everyone with skin.”
💡 Pro Tip:
If you’re scared to get niche, you’re probably not niche enough.
✅ Step 2: Write a Message That Makes the Right People Say “That’s Me”
✔️ Use language your audience uses
✔️ Describe their pain points better than they can
📌 Example:
Slack didn’t say “enterprise communication tool.” They said: “Where work happens.” Simple. Instant recognition.
💡 Pro Tip:
Mirror your audience’s inner thoughts.
✅ Step 3: Refine Your Brand Voice to Match Their Energy
✔️ Casual? Professional? Bold? Weird?
✔️ Match the emotional vibe of your audience
📌 Example:
Old Spice went full ridiculous—and turned a dusty old brand into a viral magnet for Gen Z and millennials.
💡 Pro Tip:
Your tone is how people decide if you’re “their kind of brand.”
✅ Step 4: Don’t Be Afraid to Turn Some People Off
✔️ Make your stance clear on key issues
✔️ Embrace the “if you know, you know” energy
📌 Example:
Brandless names everything exactly what it is. No logo hype, no luxury flair. It repels fancy shoppers—and delights minimalists.
💡 Pro Tip:
Saying “no” to the wrong people is how you say “hell yes” to the right ones.
✅ Step 5: Create Content That Filters for Fit
✔️ Share bold opinions, inside jokes, and cultural cues
✔️ Create content that only your ideal people truly get
📌 Example:
Reformation (fashion brand) adds snark and sarcasm to their product descriptions. Their people love it. Others? Not so much.
💡 Pro Tip:
Use your content like a vibe check.
4. Signs Your Brand Is Attracting the Right Audience
📊 You get comments like “This is exactly what I needed”
📊 Your customers share the same values and personality types
📊 You hear “I feel like this was made just for me”
📊 You get fewer refund requests and more word-of-mouth
📌 Example:
Peloton didn’t market to everyone who wants to work out. They spoke to busy, high-performance people who want community. And it worked.
💡 Pro Tip:
When your audience feels seen, they show up—and stick around.
Ready to Build a Brand That Attracts the Right People (and Only Them)?
If you're done trying to please everyone and ready to connect deeply and consistently with the right audience—let’s build that magnetic brand together.
📖 Grab my eBook:
Brands That Sell: Effective Strategies for Creating and Strengthening Brand Identities
Inside, you’ll learn how to:
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Define a brand identity that attracts the right people
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Position your message so it clicks instantly
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Build loyalty through clarity, not compromise
🚀 Strong brands don’t whisper to the crowd—they speak directly to their people. Ready to find yours?