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One of the things people find most daunting about marketing is the idea that they are trying to represent a brand, and the voice of that brand, to a target market that could range from a very small, niche group to, well…everyone! Working out how to communicate what you're selling, and to whom, is challenging - but there is one key aspect of the entire process that people who are new to marketing seem to totally misunderstand. Here's the secret; you aren't selling a brand to a market. Ever. You really aren't. When you are marketing, what you're aiming to do is make a connection. You want to connect to another person (ideally a lot of them, but for the sake of simplifying my point, let's keep

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