I ask every client the same question in our first conversation: 'Tell me what you do.' Most take about 45 seconds. They meander through their origin story, their services, a few caveats, and a disclaimer. By the time they're done, I've already lost track of why I should care.
Here's the test: Can you complete this sentence?
I help [specific person] do [specific thing] so they can [specific outcome].
That's it. That's your brand in a sentence. If you can't fill it in, your brand has a clarity problem — not a logo problem, not a website problem.
Bad example: "I'm a creative consultant who works with businesses of all sizes on various projects related to marketing and design and sometimes strategy."
Good example: "I help small product brands build identities that make people stop scrolling and actually buy."
Notice what the good version does: it names who it's for, what the action is, and what the result looks like. It excludes people — and that's the point. Trying to speak to everyone means you resonate with no one.
The brands people love are specific. They make you feel like they were built for you, personally. That feeling doesn't come from trying to please everyone.