Finding your audience
Your brand is not for everyone
(and that’s OK)
Article by Katharine Morgan
For years, I said yes to everyone.
Every brief. Every industry. Every opportunity that came through the door. And while that hustle helped build the foundation of Initial Marketing, it also left me with something unexpected: confusion.
Not for me — for the very people I wanted to attract.
The audience we truly wanted to serve didn’t even realise we were speaking to them… because, well, we weren’t. We were trying to speak to everyone. And when you try to appeal to everyone, you often connect with no one.
We hear it all the time: “Our target audience is… everyone”
We had to make the shift ourselves
We realised our business had evolved over time, but our brand hadn’t caught up.
So we took our own advice.
We rebranded.
And more than that, Shell and I did the deep work to get clear on exactly who we’re targeting – and why they need to work with us. Founders and marketing leaders in established businesses who are ready to invest in a brand that reflects the level of their ambition.
That clarity? It changed everything.
It made shaping our tone of voice easier – from our website copy to articles (like this one). It gave our creds deck a clear direction. It helped us refine our process, speak with more confidence, and show up with stronger purpose.
We stopped trying to be everything to everyone.
And the right people started showing up – because they finally saw themselves in our brand.
Same values, different industries
There’s one very important thing to point out however – we didn’t narrow our focus to a single industry. We’re not just for hospitality, or just for healthcare, or just for property.
Instead, we got clear on the type of person we want to work with, and the role they play within their business.
Our ideal clients are founders, owners, and marketing leads inside established businesses. People who already understand the value of brand, want their visual and verbal identity to reflect where they’re headed, and are ready to elevate how they show up.
They might come from different sectors – but they’re united by ambition, and a shared frustration: that their brand no longer represents the quality of what their organisation delivers.
That’s the bottom line. That’s who we speak to.
And that clarity allows us to show up with sharper messaging, design, and service — without limiting our opportunities.
The right clients will thank you for being clear
You don’t need millions of people to notice you.
You need the right ones to remember you, believe in you, and buy from you. So don’t dilute your brand to make room for “everyone.” Instead, define who you’re for – and let your brand show up unapologetically for them.
If you’re stuck on how to define your audience and need help attracting the clients you actually want – we’re here to help.
About the Author
Katharine Morgan
Katharine Morgan is the founder and creative director of Initial Marketing, a branding studio based in Sydney's Northern Beaches. With 20 years of experience in design, including 15 years in major agencies working with global brands like Cathay Pacific, KFC, and Westpac, she now focuses on helping organisations with their branding. Katharine's design style is bold and minimalist, aiming to create branding that makes an impact without being over-the-top. She believes in building brands that feel true to who they are, diving deep into what makes each company tick