Bradmarke | Branding, Advertising, and Marketing Solutions

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Headquarter

Bradmarke Interactive, G.R.A, No. 60 Isaac John St, Ikeja GRA, Ikeja 101233, Lagos, Nigeria.

Bradmarke Interactive, No. 39 Ikot Ekpene Rd, Opposite Chicken Republic, Uyo, Akwa Ibom State, Nigeria.

If You’re Talking to Everyone,

You’re Talking to No One

The art of narrowing your message to make it more powerful

I once attended a wedding where the MC—God bless his energy—tried to crack jokes for everyone. He’d throw in old Nollywood references for the older crowd, Gen Z slang for the youth, and even a few nursery rhymes for the kids. Guess what happened? Nobody laughed. His effort to please everyone ended up pleasing no one.

Doesn’t that remind you of some brands? They try to be everything to everyone, yet they fail to connect with anyone. It’s like tossing seeds in the wind and hoping something grows. But let me ask you—what’s better? Casting a wide net, or planting seeds in the right soil?

In this noisy world, if your brand’s message isn’t laser-focused, it’s getting lost in the shuffle. Let’s talk about why speaking to everyone is a trap—and how narrowing your focus can make your voice louder.

1. Who Are You Really Talking To?

Imagine shouting in a crowded market in Akpan Andem or Itam markets, trying to sell a product. Now imagine whispering to one person who’s actually interested in what you’re selling. Which would you choose?

Here’s the thing: when you try to talk to “everyone,” your message becomes so broad, it resonates with no one. Specificity is where the magic happens.

Fix It:
Ask yourself: “Who is my audience really?” Picture them. What do they care about? What do they struggle with? Talk directly to them like you’d talk to a close friend.

2. Niche Isn’t Limiting; It’s Empowering

Let me bust a myth: narrowing your focus doesn’t mean limiting your growth. It means deepening your impact.

There’s a reason why tailor-made outfits from Aba feel special—because they’re designed with a specific person in mind. Mass-produced clothes? They’re just…clothes.

Fix It:
Embrace your niche. Whether you’re serving single moms, tech-savvy Gen Zs, or dog lovers in Paris, own that space. Be the go-to brand for that group, and watch your influence grow.

3. Your Voice Needs Personality

Quick question: if your brand were a person, what would their vibe be? Are they serious and professional? Fun and quirky? Bold and rebellious?

When you try to appeal to everyone, your voice becomes bland. And a bland voice is forgettable.

Fix It:
Define your tone of voice and stick with it. Whether it’s playful or authoritative, make sure it’s consistent and feels genuine. The brands people love are the ones that feel human.

4. Watered-Down Messages Don’t Stick

You know that feeling when you take a sip of watered-down zobo? Disappointing, right? That’s what happens when your message tries to cater to everyone. It loses its flavor.

Your message should feel like a spicy plate of jollof rice—bold, unapologetic, and impossible to ignore.

Fix It:
Focus on clarity over breadth. What’s your core message? What’s the one thing you want your audience to remember? Double down on that.

5. Connection Beats Volume

During my NYSC days, I learned something valuable: you don’t need to know everyone in camp to feel connected. Just one or two solid friendships can make the experience unforgettable.

It’s the same with your brand. You don’t need to appeal to millions. You need to deeply connect with your tribe.

Fix It:
Stop obsessing over reach and start focusing on relationships. Engage your audience. Reply to comments, share their stories, and make them feel seen.

6. Fear of Missing Out Is Holding You Back

Here’s the hard truth: you can’t be everything to everyone. And that’s okay.

The fear of missing out (FOMO) often pushes brands to cast a wide net, but in doing so, they dilute their impact. Narrowing your focus doesn’t mean you’re losing; it means you’re winning where it matters.

Fix It:
Shift your mindset. Instead of thinking, “Who am I excluding?” ask, “Who am I serving?” When you serve your core audience well, they’ll become your biggest advocates.

Now So What?

The more focused your message, the louder it becomes. So stop trying to talk to everyone. Find your people, speak their language, and watch your brand thrive.

After all, it’s better to be everything to someone than nothing to everyone.

Ready to refine your message and make a real impact? Let’s help you narrow your focus and amplify your voice. Let’s Talk!