Build a Brand That Connects with Real People: The Power of Understanding Audience and Differentiators
As you dive into defining your brand's unique value, you might find it helpful to work through a guided process. Our free worksheet walks you through each step—grab it here.
One of the most common areas of misunderstanding we encounter with clients is around the idea of an audience. It’s a nuanced concept, and there are various perspectives on when and how to consider them. Some business owners feel that thinking about their audience too early dilutes their work, leading them to focus solely on their passion. Others go the opposite route, shaping their product or service entirely around what they think people want.
Both approaches have their merits—and their risks. The key is finding balance. A successful brand isn’t built by selling something to people who like "X" while trying to replace "X" with a newer, trendier version. A genuine brand is built around someone's unique experience, passion, and expertise. It’s about offering something you’re uniquely qualified to create—and then identifying the people who will benefit most from that offering.
Why 'Marketing to a Persona' Feels Wrong
If you’ve ever felt uneasy trying to “market to a persona,” you’re not alone. The idea of reducing real human beings to a handful of traits can make the entire process feel artificial. And when things feel artificial, your messaging will, too. I prefer to think of people as “humans,” not “customers” or “clients.” Keeping this in mind helps shape authentic messaging.
Instead of starting with a predefined persona and asking, What do they want?, why not begin with what you do best? What are you uniquely qualified to offer? What do you love doing or making that no one else can replicate in the same way? When you focus on creating from your passion and expertise, the people who will benefit from your product or service naturally become clearer. You’re not “selling” something—you’re finding the people who need and want what you offer.
This approach sets the stage for building an authentic brand that resonates with real people—people who genuinely value what you do.
Need help defining what makes your business stand out? Download our free worksheet, which guides you step-by-step through clarifying your differentiators and more
The Power of Authentic Offerings
Take a moment to think about why you started your business. Chances are, it wasn’t to appeal to a broad demographic or follow a market trend. You started because you had something valuable to offer—whether that’s an interest, a skill, a product, or a solution to a problem. That’s where authentic brands are born.
For example, when we worked with ELEMENTAL, a fitness studio based in Carmel, IN, they weren’t interested in watering down their offerings to appeal to everyone. Their focus is on Classical Pilates, injury rehab, and performance optimization for athletes. Even with their Pilates classes, they emphasize small groups to ensure personalized instruction. Sure, larger classes might bring in more profit, but students get less out of the experience.
ELEMENTAL knew that what made them unique was their specialized expertise and dedication to high-quality instruction. Once they defined that uniqueness, it became much easier to identify who would benefit most—Pilates students and athletes looking to enhance their performance. With their niche clearly defined, they built a brand that resonates with the right audience—not by trying to please everyone, but by staying true to their strengths.
From there, ELEMENTAL created a space and visual identity that reflected these core offerings, allowing their audience to immediately understand what the studio is about and whether it’s the right fit for them. This is the power of staying authentic and defining your offering before defining your audience.
Defining Your Audience (Without the Marketing Jargon)
Instead of starting with an abstract group of people you think you should appeal to, start with the unique value you provide—what BigBranding might call your “differentiator.” Build something you love and believe in, and then ask: Who benefits from this?
Let’s say you run a bakery that specializes in artisanal sourdough. Your core offering isn’t just “bread.” It’s the result of years of perfecting your process and sourcing high-quality ingredients. Instead of trying to market to “everyone who eats bread,” think about the people who would genuinely value your product—those who appreciate artisanal methods and the flavor that comes from a long fermentation process.
Now, imagine you’re down the street from that bakery, let’s call it Artisanal Bakery Co. You focus on offering craft sourdough at a great price, so let’s call you Valco Bread. That’s your differentiator. It’s not about being better or worse; it’s about providing a different value. Suddenly, instead of seeing Artisanal Bakery Co. as competition, you realize you’re serving different needs.
If a customer comes to Valco and asks why you don’t use expensive semolina wheat, you can explain your approach and even send them down the street to try Artisanal Bakery Co. And if someone at Artisanal Bakery asks for more affordable loaves, they can recommend Valco.
By owning who you are and what you offer, you create clarity. You know your offering isn’t for everyone—and that’s perfectly fine. This allows you to build connections with people who genuinely value what you do, not by squeezing them into a predefined box but by letting your offering resonate with their needs.
Honest Messaging Builds Trust
Once you know what you offer and who will benefit most from it, the next step is communicating that value honestly. Here’s the thing: honesty resonates. When you’re genuine, it’s a win-win for you and your audience because trust is built from the start.
We’ve all seen brands that over-promise, embellish, or try to make their product seem better than it is. This approach might work for a while, but over time, it erodes trust. Instead, think of your messaging as a way to build long-term relationships. When your foundation is built on honesty, there’s room for mistakes, room to make up for them, and room for growth.
For example, when we worked with HERCULEAN Meal Prep, they faced confusion from potential customers. Were they selling ingredients? Were they a weight-loss company? After talking to customers and understanding how they used the meals, we rebranded them as HERCULEAN Prepared Meals. We clarified their messaging to emphasize convenience, flavor, and trust in the ingredients—not promises of “abs by tomorrow.” By simplifying and clarifying their value, they not only resonated more with their audience, but also saw tangible results. Their customers keep coming back, and since updating their signage, online ads, and social media with this new messaging, they’ve been attracting more new customers than ever before. It’s a simple application, but it’s effective. By asking customers the biggest reasons they buy HERCULEAN, the messsaging can be used to inform more folks of the value within.
Building Offerings That Truly Resonate
So, how do you make sure your offerings resonate? The key is to stay focused on what makes your product or service unique and how it solves real problems for real people. It’s not about jumping on trends or outdoing competitors with flashy features. It’s about offering something genuine and valuable, and communicating that clearly.
The more aligned your offering is with your passion and expertise, the easier it becomes to define your audience. And when you communicate honestly, you build relationships based on trust and shared values—far beyond a single sale.
Takeaways
Start with Your Passion: Before you think about your audience, focus on what you do best and what you’re passionate about offering. Your passion will naturally attract the people who need what you’re offering.
Define Your Audience Later: Once you’ve built something you believe in, ask yourself who benefits most from it. Let the audience emerge based on the value you’re providing, not the other way around.
Communicate Honestly: Avoid over-promising or embellishing your messaging. Focus on clear, honest communication that builds trust and resonates with the right people.
By creating offerings that reflect your passion and expertise, and by communicating them honestly, you’ll find that your brand naturally connects with the people who need what you have to offer—no gimmicks required.
Ready to take the next step in defining your brand? Download our free 'Defining Your Differentiator and Audience' worksheet below, and start clarifying what makes your business truly unique.