Feb 02 2024


If you’re attracting the wrong people with your marketing stick around for some specific tricks for finding the right tone for your brand!

I was acting as a guest expert for my friend’s Photoshop class and one of the entries was a whimsical take on an extreme sporting event (ironing). The concern was that maybe it wasn’t the most ideal portfolio piece for a young designer.

My advice?

Scare the right people away!

When it comes to getting hired, either by a new client or for a position at a new company, differentiation is the name of the game.

Humor and whimsy and showing up authentically as you are is the easiest way to accomplish that. Embodying your expertise acts as a magnet to pull the right people in, and push the wrong ones away.

You WANT to repel some folks because the other side is that you’ll attract the right ones.

What does it mean to “scare the right people away”?

Two words: brand differentiation.

If a brand is what a person thinks about you, then brand differentiation is the unique aspects or characteristics that set it apart from others, in their minds.

So when you scare the right people away, you are actively trying to repel specific people based on data and strategy. That means identifying and emphasizing the distinctive features, attributes, values, or benefits of a brand that make it memorable, desirable, and relevant to your target audience.

How to identify and emphasize what makes your brand unique

Your brand foundation is made up of your messaging, industry knowledge, competitor analysis, positioning, and audience.

Here are some key elements of brand differentiation:

Unique Value Proposition (UVP)

The primary benefit or advantage that your brand offers to customers that competitors do not. This is WHY someone should choose you over another service provider.

Brand Personality

This refers to the human characteristics and traits associated with your brand. It includes your tone of voice, style, and values, all of which help create a connection with people.


Differentiating your brand through innovation involves offering new or improved products, services, or solutions that address unmet needs or provide a better experience than what is currently available in the market.

Target Audience

Understanding and targeting a specific niche or segment of the market allows you to tailor your messaging, products, and experiences to meet the unique needs and preferences of your ideal clients.


Sharing compelling narratives and stories about your brand’s origins, values, and mission can help differentiate it by conveying authenticity and credibility.

Design and Visual Identity

Consistent and visually appealing branding elements such as logos, colors, typography, and imagery can help distinguish your brand and stop the scroll.

Client Experience

Providing exceptional client service and creating positive interactions at every touchpoint with your brand can differentiate you from competitors who may offer similar products or services.

Brand differentiation is about creating a distinct and compelling identity for your brand that resonates with your target audience and sets you apart in a meaningful way.

Why should you target a specific audience?

You might have heard this before, but when you speak to all you speak to none.

Knowing exactly who can get the best results from working with you allows you to speak directly to that person. More than that, when you know where they are in the buying journey you can make content that is even more likely to resonate with your target audience and help them decide if working with you is a good idea.

Work with people you want to help, who want your help

By focusing on a specific audience, you can tailor your messaging, products, and services to meet their unique needs, preferences, and pain points.

This increases the likelihood of attracting and retaining loyal clients.

Marketing your brand is easier

It allows you to concentrate your marketing efforts and resources on reaching those who need what you offer which saves you from wasting time with tire kickers and people who are never going to be ready to buy from you.

Targeting a specific audience allows you to streamline your marketing efforts, increase relevance and engagement, differentiate your brand, and build stronger relationships with your customers. By understanding who your ideal customers are and how to reach them effectively, you can position your brand for long-term success in a competitive marketplace.

When should you infuse personality into your brand?

Using your brand’s personality is a deliberate and strategic process.

Here are few ways to incorporate your brand personality into your client journey:

  1. Brand Identity and Visuals: This includes elements such as logo design, color palette, typography, and imagery. For example, if your brand is playful and creative, you might use vibrant colors and whimsical graphics to convey that personality.
  2. Messaging and Tone of Voice: Your brand’s messaging should consistently reflect its personality everywhere (website copy, social media posts, email newsletters, and other marketing materials.) Determine the tone of voice that best represents your brand’s personality—whether it’s casual and conversational, professional and authoritative, or somewhere in between—and use it consistently to connect with your audience.
  3. Customer Interactions: Every interaction with your brand is an opportunity to reinforce its personality and build rapport with customers. This includes interactions with customer service representatives, sales associates, and other staff members, as well as automated communications such as chatbots and email responses. Train your team to embody your brand’s personality in their interactions with customers, creating a cohesive and memorable experience.
  4. Content Creation: Infuse personality into your content marketing efforts by incorporating storytelling, humor, or personal anecdotes that align with your brand’s personality. This could include blog posts, videos, podcasts, social media content, and more. By sharing authentic and relatable content, you can strengthen the emotional connection between your brand and your audience.
  5. Product or Service Offerings: Consider how your brand’s personality can be reflected in the products or services you offer. This might involve adding unique features, packaging designs, or service enhancements that align with your brand’s personality and differentiate you from competitors.
  6. Special Events or Promotions: Use special events, promotions, or campaigns as opportunities to showcase your brand’s personality in a creative and memorable way. Whether it’s hosting a themed event, launching a quirky marketing campaign, or offering limited-edition products, find ways to express your brand’s personality while engaging and delighting your audience.

Overall, infusing personality into your brand should be a continuous and intentional effort, integrated into every aspect of your brand’s identity, communication, and customer experience. By authentically expressing your brand’s personality, you can build stronger connections with your audience and differentiate yourself in a competitive market.

How do you scare the right people away?

Cultivate brand confidence

When I talk about brand confidence, it’s made up of 3 things: messaging + audience + mindset.

First, find the right messaging that highlights the transformational experience you provide and then talk to the exact right person to who is ready to commit to getting those results. Embody your knowledge and expertise, and then consistently talk about and reiterate on your messaging and the stories that set you apart.

This cultivates confidence both in yourself and your ability to market your business as well as the confidence your audience has in your ability to transform.

Use a consistent brand voice.

There are a few ways to fix an inconsistent brand voice but first let’s dig into what that even means.

Your brand voice is determined up your messaging, audience, and positioning.

  1. Messaging: The messages you craft for your brand play a significant role in determining its voice. This includes the tone, style, and language used to communicate with your audience.
  2. Audience: Understanding your audience is crucial in shaping your brand voice. Different folks respond differently to various tones and styles of communication. Your brand voice should resonate with your target audience and appeal to their preferences and values.
  3. Positioning: Your brand’s positioning in the market also influences its voice. Whether you position your brand as authoritative, friendly, innovative, or something else will affect how you communicate with your audience and the voice you adopt.

The thing to remember about finding your brand voice is to USE IT!

Know who you’re speaking to and how you want to present your message your brand voice will come through loud and clear.

Example brand voices for service providers and experts

  • Are you the funny photographer that makes your subjects feel like supermodels while effortlessly extracting their essence? Then your brand voice should probably be warm and inviting with a hearty dose of giggles.
  • Are you the playful designer that infuses your work with charm and personality? Then your brand voice might be whimsical and light-hearted with a dash of imagination.
  • Are you the luxe social media agency that commands the room and everyone’s attention? Then your brand voice might be sophisticated and confident with a touch of exclusivity.
  • Are you the compassionate coach that empowers folks to reach their full potential? Then your brand voice might be empathetic, inspirational, and purposeful.
  • Are you the trusted tax pro that safeguards financial futures? Then your brand voice might be authoritative, reassuring, and meticulously detail-oriented.

Want to know if your marketing is scaring the right people away?

Is your brand (message, identity, or experience) attracting the right people and repelling the wrong ones?

For a limited time, I’m offering free brand tips to everyone who joins my list. Send me your name, email, and website or social profile and I’ll get back to you within 24 hours with a custom tip tailored to your brand!

Want to skip the freebie? Apply now to see if you’re a good fit for Brand Magic.

Branding that captivates vanishing attention spans.

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