5 Signs Your Brand Isn’t Resonating with the Right Audience and What You Can Do
You’ve got the visuals sorted: your logo’s sharp, the website’s polished, and your colour palette hits all the right notes.. On paper, you look like the next big thing. So why does it feel like you’re shouting into an empty room?
Yes, pouring time and money into branding is marketing 101, but a slick look is only half the story. A strong digital marketing strategy NZ businesses can trust starts with knowing exactly who you’re trying to reach. Pinpointing your audience lets you fluently speak their language and compel them to listen and act. Are you suspecting that your message is drifting past the people you really want to reach? Here are five unmistakable signs that your brand isn’t hitting the mark, and what you can do to get it back on track.
1. You're Getting Views, But No One's Taking Action
One clear sign you’re not connecting with the right people is when your inbox stays empty, or the few leads you get never convert into paying customers. You might be pumping out ads every month and racking up thousands of social media followers, yet your ‘Buy Now’ button gathers dust. Something’s definitely not landing.
There could be several reasons for this. Perhaps your ads are too broad or generic. It can also be that your landing page confuses people. Or your form is so long that it scares potential buyers off. The fix? Get painfully clear on your message and who it’s for. Your audience should understand what you do and why it’s relevant to them at first glance. They need to know exactly what step to take next, whether that’s buying, signing up, or picking up the phone.
2. Great Clients Feel Like a Happy Accident
Your dream client understands your value, pays on time, follows your process, and happily tells their friends about you. But if those perfect customers are few and far between, you’re likely trying to please too broad an audience.
Instead of watering your message down for the masses, zero in on what your best clients have in common. Then build your message around them. For example, if you’re a high-end landscaper, don’t waste your Instagram feed on cheap DIY lawn tips for renters. Rather, talk about dramatic garden transformations and showcase premium results for homeowners seeking beautiful gardens.
3. Your Emails Are Flatlining
If your open rates are low, it could be that your subject lines aren’t sparking interest or your content feels a little too formal, salesy, or stiff.
To fix that, write like a real person. Use the language your audience speaks. If you run a garden centre, skip the subject line “Weekly Specials” and try “How to Stop Your Tomatoes from Giving Up on Life.” It’s relevant, it’s human, and it’s more likely to get opened. Helpful, relatable content doesn’t feel like a sales pitch; it feels like a friendly nudge. That’s the kind of email people look forward to.
4. You're Showing Up on Social... But It Feels One-Sided
You’re posting consistently, but the likes and comments just aren’t coming. It’s disheartening, especially when it feels like you’re doing all the right things. But if your content is stuck in promo mode, it’s no surprise people are tuning out. No one opens Instagram hoping to be sold to.
Instead, think of your feed like a conversation, not a catalogue. For example, if you run a local bakery, stop posting endless muffin promos. Instead, share behind-the-scenes clips, your team baking, or brand-related polls like “Is pineapple on pizza a crime?” Relatable content can help people connect with you, not just your product. And once they’re engaged, they’re much more likely to buy.
5. You're Always Justifying Your Prices
If you’re constantly hearing, “Love it, but can you do it cheaper?” you might be attracting the wrong audience — or sending mixed signals. For example, if you’re a wedding photographer charging premium rates, filling your feed with budget wedding hacks can undercut your value. It sets the wrong expectations and draws in clients who aren’t prepared to invest.
Instead, lead with your value. Show what sets you apart, and let people see the skill, time, and care behind your work. A short behind-the-scenes reel of you chasing golden hour (and climbing the hill to nail the shot) makes it clear they’re paying for more than a few snaps — they’re paying for expertise, experience, and commitment.
How to Tune Back in to the Right Audience
Spot any of these signs in your own business? Don’t panic, but don’t ignore them either. Start by digging into your numbers. Where are people dropping off? Which posts get traction, and which ones tank? Clarity starts with data.
Then, talk to your best customers. Ask what drew them in, what nearly made them walk, and what would make them rave about you to others. Their answers often reveal blind spots and open doors to better messaging, smarter offers, or even entirely new audiences.
Finally, experiment and adapt. Maybe you need less polish and more personality. Or shorter videos instead of long-winded blogs. Test a few ideas, double down on what clicks, and stay nimble, because what works today might not work next quarter.
Connect with Author, Connect with Your Audience
Branding that resonates is about making people feel seen and understood, not just shouting louder than your competitors. If you’re ready to stop guessing who you’re talking to and start building a brand that genuinely sticks, Author is here to help. Our digital marketing agency combines data-driven insights with human storytelling to help you cut through the noise and build real, lasting connections with the right audience.
A note
Henry Blackwell
Henry Blackwell is a marketing professional. He has spent the last 10 years working in-house and within agencies, growing profitable businesses through brand and customer-centric digital marketing in New Zealand, Australia, the United States, the United Kingdom and Europe.
“My approach to marketing is a combination of heart and head. My heart brings an empathetic and intuitive approach to deeply understanding the qualitative requirements of marketing that many simply do not care to do. My head brings an analytical mindset that leverages data-driven insights to deliver profitable performance for the businesses I work with.
This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”
– Director