The thing is, If you try to market to everyone, then you successfully market to no one.

Your ideal customer should be attracted to the brand that rests on the fabulous culture you
created, but they don’t have to share your personal interests or have the same lifestyle you do.

If I had a dollar for every time someone asked, “What do you think about this logo?” I’d be rich.

Understanding who isn’t your ideal customer sometimes helps you better clarify who is.

Before you can decide on your brand fonts, colors or imagery, let alone your messaging, you need to know who you're trying to attract first.

Ain’t nobody gonna separate from their
cold hard cash unless they have an unresolved problem, so if
you want to make money, you have to be incredibly clear
about what problem(s) you solve.