Not too long ago, I was that business owner—you know, the one trying to speak to everyone. If you needed photos, I was your person, no matter who you were or what you did. I thought casting a wide net was the answer, but I ended up with a tangled mess!

Then I had a lightbulb moment: I realised the problem wasn’t my photography skills—it was my lack of clarity about who I really wanted to work with. When I stopped aiming at “everyone” and started thinking about my ideal clients, my brand (and that all too frequent feeling of imposter syndrome) completely transformed.

The shift was simple: I got crystal clear on who my audience was. And it changed everything.

Now, I’m not saying you have to write an essay about your ideal client’s favourite breakfast cereal (although I will admit I initially went really deep here!!!). But I do mean understanding who they are, what they need, and how you can solve their problems. That’s the stuff that turns “meh” branding into memorable branding.

Let’s be real—branding can feel like walking a tightrope in heels, balancing a coffee in one hand and a laptop in the other, all while looking calm and collected! Your company’s name, your logo, your social media voice—every decision you make builds your brand, whether you realise it or not. And yes, that can be overwhelming. But here’s the secret sauce: knowing your audience is the shortcut that brings everything into focus .

When you know who you’re talking to, you know how to talk to them. It’s why your social media content starts landing better, your images have more impact, and your overall strategy suddenly makes sense. No more throwing spaghetti at the wall and hoping it sticks!

Here’s what I’ve learned: A well-defined audience brings clarity to your brand, simplifies your decisions, and, trust me, makes everything a whole lot more fun. Your brand doesn’t need to be perfect—it needs to be authentic. And authenticity? That’s what gets you noticed (and gets you clients).

Need some help defining your audience? I have a great freebie that can help you do just that. Just click the link to get your download of the KNOW YOUR CLIENT – Ideal Client Checklist now!