Go Small or Go Home: The Power of Narrowing Focus for Purpose-Driven Brands

Certain marketing adages withstand the test of time for good reason. In particular, there are three key principles that consistently shape my approach to crafting successful marketing strategies. When competing demands stack up, new channel opportunities begin to multiply, and the scales seem permanently tipped more toward “urgent” than “important,” returning to these core concepts ensures that I stay focused on the true priority and avoid getting lost in daily distractions.  

Targeting Strategy: 

When you’re speaking to everyone, you’re speaking to no one

In today's saturated market, it's crucial for brands to speak directly to their intended audience. Casting too wide a net dilutes the message and fails to resonate with anyone in particular. By honing in on a specific target audience and tailoring messaging to address their unique needs and interests, you can cut through the noise and establish meaningful connections. Hyper-targeting not only increases the likelihood of engagement but also fosters a sense of authenticity and relatability, ultimately driving brand loyalty and advocacy. 

And, I always find it easier to put some creative constraints in place when thinking about how to speak to a specific someone, whether you use brand personas, user journeys, or customer segments as your organizing tool. It’s really hard to figure out how to appeal to a liberal college student living in an urban environment for the first time on their own, and their septuagenarian neighbor who’s on a fixed income, and their aunt back home in their small town who’s raising three young kids and intensely strapped for time. While they might each be a prospective customer, being able to speak directly to their wants, needs, and circumstances makes that customer actually feel seen, and in turn see your brand.

Merchandising Strategy: 

Less is more

In a world of endless choices, consumers are often overwhelmed by the abundance of options. Research has shown that too many choices can lead to decision fatigue and analysis paralysis, hindering the purchasing process. Brands who carefully curate your product offerings to showcase the best options for your target audience are actually giving them a gift. You’re not not only simplifying the decision-making process but also creating a more personalized and tailored shopping experience, enhancing customer satisfaction and loyalty.

Editing down your product selections in this way can be challenging, especially if you’re quite close to all the options. The French philosopher Blaise Pascal famously wrote “I would have written a shorter letter, but I did not have the time” – a sentiment that likely rings true for any one’s ever picked up an editing pen. And as with any editing project, it can sometimes help to bring in a fresh perspective from someone who’s not quite as close to your products and offerings in the quest to reduce, reduce, reduce. But it’s worth it. By presenting a curated selection, brands position themselves as trusted experts and alleviate the burden of choice for consumers.

Sustainability Strategy: 

You don’t have to do everything to do something

Social impact is one area in particular where depth outweighs breadth. Instead of spreading resources thinly across numerous initiatives, purpose-driven brands can maximize your impact by focusing on a select few areas where you can affect meaningful change. This concentrated approach not only allows companies to make a tangible difference but also strengthens your messaging and brand identity. By aligning with causes that resonate deeply with your values and mission, brands can authentically connect with your audience and inspire action. 

It also makes starting – somewhere, anywhere – much less daunting. I always encourage brands to start small and build momentum over time. In the face of massive threats like climate change and social inequality it can feel overwhelming to figure out where to begin. But incremental progress is still progress. Once you’ve seen first-hand the results of a well-communicated sustainability strategy on your bottom line, and you’ve seen the tangible impact you’ve made in the realm of your one meaningful focus area, the next small step toward an even more ambitious goal will feel more attainable.

So, let this serve as your nudge to take that first step towards narrowing focus to drive meaningful results. If you’re not sure where to begin, reach out and let’s chat about the small changes that will drive the big impact.