If you’re doing branding accurately, you’ve defined the special things your business stands for and believes in.

And standing for something means you’ll naturally stand opposed to something else. Even if not declarative, by nature when you are firm in the ground with your beliefs, there is a countenance that exists around you. This is something a lot of business owners are afraid to admit.

But the best businesses know this actually is a good thing. Knowing the outsiders of their brand systems empowers them to stand strong for the people who care. 

So, if you’re the other type of business leader…. It might be time you stop believing your business is for everybody, and instead accept you are for somebody specific and unique. 

What is a brand ‘outsider’?

To put it plainly, a brand outsider is someone or something that exists outside of your values and belief systems. Either intentionally standing juxtaposed against you, or naturally is not the audience you are looking to serve. 

The best way to know who your brand outsiders are is to first define your belief systems as a business and behaviors that you emulate. From there you’ll find the things you’re unwilling to compromise on, and the things that make you truly unique.

When you know your values and beliefs, you can easily define those who exist outside of them within your realm of business.  Defining who/what they are, and more importantly why they are an outsider, is crucial.

It helps further define your brand by adding clarity and firm boundaries- helping you serve the audience that aligns with you better. 

Why is it important?

Creates brand stability. 

Oftentimes the businesses struggling to define their outsiders or admit them are also struggling with brand stability and clarity. They have a hard time marketing their brand and understanding what it represents.

There is a common phrase you hear these types of business leaders say, “I truly am here to help everyone. There is no one I wouldn’t serve”. While coming from a true altruistic heart, it actually is harmful to carry this ideology because it’s simply impossible. Boundaryless marketing and fulfillment ultimately creates frustration for business leaders over time.

Not everyone needs your product, service or goods. Those who do and align with your vision should be your primary focus, and how you define your brand with clarity.

To know directly who you serve, why you serve them and what you serve them with is the stability on which your brand sits upon. 

Ensures consistent messaging. 

When you’re undefined in who your brand outsiders are, you might end up trying to serve them to chase more sales. But in order to serve a brand outsider, you have to twist brand beliefs and values to do so. Leaving your brand messaging online inconsistent, confused and unrefined. 

When you know your brand outsiders, you know who you won’t attempt to market to (for the time being). And refine your messaging to who you serve best.

Leans out campaign & business efforts. 

You don’t need to spend money, time and effort trying to market your brand to people who exist outside of your belief system and don’t align with your values.

It is harmful to your business, and unfortunately harmful to the customer or client. Why? Because there is someone out there who is dedicated to serving that audience in the way that they truly need it. 

Is there ever a time where you decide to serve an outsider?

Just because someone is a current brand outsider doesn’t mean it’ll never be integrated.

You will know its time to integrate that audience if you’ve determined to change or adapt the brand behaviors to fit them. Adjusting online messaging, campaigns and more. For example, if a seasoning business said their outsiders were vegans since their seasonings are for meat, and they wanted to add vegans into their audience later on. They would have to adapt their brand behaviors such as changing messaging, adding new products, and adjusting their marketing campaigns to target them.

If you’re unwilling to do that, to truly integrate that audience into your primary or secondary audiences: then it’s not time yet.

It’s ok to admit you’re not for everyone.

While uncomfortable for those who are used to trying to help everyone with their business, it eventually becomes empowering. Because you understand and accept this one thing: my business might not be the one for them, but somebody else’s is.

And until you’re willing to redefine what your brand is to cater to that outsider audience, it’s better that you first focus on what you do best for who it’s best for.

Your business will ultimately be better for it.