This is why your business is attracting the wrong people

A few years ago, I had a client who wanted a brochure.

Not just any brochure.

A “cool” one.

I asked the obvious question: “Who’s this brochure for?”

Silence.

Then: “Umm… you know… people.”

I smiled.
Nodded.
And inside, quietly panicked.

Because here’s the thing: When you don’t know who you’re talking to, it doesn’t matter how “cool” your brochure looks.

It won’t land.
It won’t stick.
And most definitely it won’t work.

This isn’t just about brochures. It happens every single time. Founders who want a logo before they know their mission.

Startups chasing ads before they know who they’re attracting. Websites built like haunted houses — a hundred rooms, no clear door.

We fall in love with the things we can see:
The font.
The color palette.
The packaging.

But brand building isn’t decoration. It’s direction.

I understand it.

Early on, saying “yes” to anyone who pays feels like survival.

I’ve been there.

But there’s a weight that comes with not choosing.

When you try to talk to everyone…
You end up reaching no one.
Your message becomes vague.
Your brand becomes forgettable.
Your marketing becomes expensive.

And eventually? You become… tired.

Because you’re busy convincing the wrong people instead of attracting the right ones.

Cool design doesn’t rescue unclear messaging. A “nice” logo can’t rescue a confused founder.

The truth?
You don’t need cooler brochures.
You need sharper focus.

You need to know:

• Who are you actually for?

• Why should they care?

• What makes you different?

Once that’s clear, the design, the brochure, the website — everything becomes easy.

Because clarity writes the copy. Clarity shapes the visuals and clarity builds the trust.

I didn’t actually make that brochure.

At least not the way they first imagined.

We paused.

Spent a week digging into who they were talking to. What their audience actually wanted. Where they were getting stuck. Then we worked on the design.

The outcome?
The brochure worked.
But more importantly — the business did.

If you’re stuck in the brochure phase worrying about the look without knowing the why — pause.

Ask the hard questions first.

Because brands that don’t know their audience?
They die quick.

P.S.

This is exactly what we tackle inside The Brand Engine — my step-by-step course on building brand clarity.

No fluff.
No fancy jargon.
Just a clear, simple roadmap to stand out.

If that sounds like what you need, here’s where to start:

👉 Join The Brand Engine Or just hit reply and tell me where you feel stuck. Happy to help.

Maximize Brand Impact with Every Campaign

Make smarter brand decisions with Neurons AI.

Know exactly how memorable & engaging your creatives will be, before you launch.

Get instant, AI-powered recommendations to refine your visuals and hit your campaign goals.

Top global brands trust Neurons to boost CTR by 73% CTR and lift brand awareness by 20%.

Get Your Neurons Demo