I still chuckle when I recall a company that invited me to beat my head against the wall in a futile attempt to help them nail down their brand. Futile, because they were afraid to take a stand. When I pointed out, correctly, the kind of customer to whom they were ideally suited, they whined, “We can’t say that. Then other kinds of customers will go to our competitors.”

Exactly. Part of branding is deciding who your customer is. This inevitably means deciding who your customer isn’t. It means giving up dreams of pleasing everyone and instead focusing on doing a great job for those whom you can please.

And, it means risking having people outside your target market view you with indifference or, in some cases, even contempt. 

But then, “all things to all people” is no brand at all. Thus Burger King unapologetically promotes heart-unhealthy fare for those who want it, knowing that those who don’t will go elsewhere. Mercedes-Benz makes a high-end car, knowing that who can’t or won’t pay will seek out less expensive makes. The James Randi Educational Foundation reveals what the evidence says about fantastic claims, knowing that those who prefer fantasy will find solace in astrology or The Secret.

A strong brand takes a stand: this is who we are, this is who we serve, this is what we stand for, this is what we won’t stand for, this is what we’re about, this is what we’re not about. Necessarily, this includes conceding that those who don’t like where you’re headed will need to board someone else’s bus.

Putting all of your brand in one basket is risky. If you choose a basket that engages too few people, you may go out of business. But since you will certainly fail at trying to fill two or more baskets at once, filling one and doing it really well is the wiser bet.

—Steve Cuno