It is very common for some entrepreneurs, when starting a business, to want to make an impact on the general public. This notion often falls apart when, during promotion, they receive feedback such as: "your product is too expensive," "I would never buy such a simple product at this price," or "I don't understand anything about your brand/product," among other comments.
Faced with this, it is essential that the entrepreneur understands two key aspects about their audience:
What is the product I want to sell, and what will make it stand out among various other brands that sell cheaper products with good quality?
Who is my target audience, and what is the unmet need they feel most strongly in the market that I can fulfill through my product?
Answering these questions is already a big step toward realizing the potential of your business.
Don’t try to please everyone
Part of the female audience would love to own a Hermès Birkin bag, but another part believes it’s not worth paying thousands of dollars for a bag just for the brand.
Part of the male audience dreams of owning a Patek Philippe watch, but another part of the same audience believes a Casio watch is enough, as a watch serves only to tell the time and not as a symbol of belonging to an elite.
Some people prefer to buy unbranded products at supermarkets because of their low cost, justifying their choices with: "it’s all the same." Others prefer to buy fruits and vegetables at a local greengrocer and other products at a specialty store, paying more because they believe it’s an investment in their health and that products from these places have better quality.
Some use Kérastase, others Pantene, others Palmolive, and still others prefer to buy Clear just because Cristiano Ronaldo is on the packaging.
The list of differences in preferences, beliefs, and consumption patterns is immense.
For this reason, understanding the shared, often unspoken, desires of your audience will make a significant difference for your business.
The need to justify yourself
It’s normal for certain companies, when launching a brand, to face criticism for offering a different product with a unique theme in the market. This recently happened with Brazilian content creator Malu Borges when she launched and promoted her supplement brand, Soon.
The audience that criticized the Soon brand was likely not its target consumer. The interested consumer might question at first but will understand and trust your brand, service, and product—without much debate.
If this were not the case, no one in the West would buy products from Shein, Temu, or other similar brands, as these are products originating from China, with little information available about how they are produced, who owns the company, the workers involved, and other issues. These brands are rarely questioned, as if they were, they wouldn’t generate billions in annual profits.
From love to hate
When a customer leaves a positive review for your business on Google, it puts a smile on the entrepreneur's face. But the opposite happens when a customer makes a TikTok video criticizing your product.
In ancient Rome, there was the infamous Damnatio ad bestias, where condemned individuals were thrown to fight lions or other big cats for public entertainment. Today, the same thing happens digitally, without animals, through social media. A large portion of the audience feeds on this type of entertainment.
In 2024, Bianca Andrade launched her stick makeup brand, Boca Rosa. However, due to a manufacturing error, many of the products had defective packaging. A flood of TikTok videos followed, with both Bianca and her brand facing harsh criticism. Much of the criticism was excessive given the issue at hand.
It is normal for all companies to receive both positive and negative feedback. It is impossible to please every audience. Not all personal expectations can be met.
What is your brand's mission?
Why did you start your company? Beyond profit, of course.
Answering and understanding this question is one of the pillars that will sustain your business.
It is common for companies to undergo changes over time, as markets, desires, and consumer behaviors evolve. This is called adaptation.
The Amazon of today is not the same as it was in its first year. The same applies to Instagram, Facebook, Google, Tesla, Burberry, Magazine Luiza, and others.
Thus, businesses refine themselves until they find a path that allows them to consolidate. These changes may not happen just once but multiple times. The mission remains the same, but the way of achieving it evolves.