Dear Friend,

You’re talking to the wrong people.

Not wrong as in bad. Wrong as in undefined. This month’s Bolder is about the step most
businesses skip entirely: getting genuinely specific about who they’re for. Not a
demographic. Not a job title. A real person with a real problem at a specific moment.

Each month, we break it down the same way:

01. The Shift - One strategic insight about brand or business.
02. The Work - One moment from a recent project
03. The Find - One resource worth your time
04. The Question - One question to sit with

Let's get into it.

You don’t know your customer as well as you think.

This pattern shows up in every industry. Businesses create content, design products, build
brands - all aimed at a customer they’ve never clearly defined.

They know their existing customers. But they’ve never interrogated who they should be
attracting and why. The result is marketing that doesn’t connect with the right people. Not
because the work is bad, but because it’s pointed in the wrong direction.

Getting specific about who you’re for - really specific - is the single most underrated step
in any brand project. Most businesses skip it. The ones that don’t see the difference
immediately.

Unsure of your Target Audience?

Fenrir Financial — Trust before the first conversation

Jane McAleese knew financial advice inside out. But launching a new advisory brand meant
competing against decades-old firms with deep-rooted client relationships.

The challenge wasn’t credibility - Jane had that in spades. It was perception. In financial
services, if you don’t look the part, you never get the chance to prove you are. The brand
had to communicate trust, expertise, and warmth before a single conversation happened.

We developed an identity and messaging strategy that led with empowerment, not jargon.
Jane’s own words shaped the tone - approachable, knowledgeable, and refreshingly
human. The brand didn’t just look the part. It opened doors that weren’t opening before.

See the full case study

Brutally Honest — Emily Ruth Cohen

One of the few no-nonsense guides that shows creative and professional service businesses
how to run like serious companies - not “nice projects that happen to make money.” If
you’ve ever felt the tension between doing great work and running a profitable business, this
cuts through it. Practical, sharp, and written by someone who’s clearly lived it.

Get the book

What do your best customers say about you when you’re not in the room?

Not what you’d like them to say. What they actually say - to colleagues, to friends, when
recommending you. That’s your real brand. Everything else is aspiration. Hit reply - we
read every one.

P.S. Share this newsletter with those who needs it. Forward it to them by sharing this link

P.P.S. If you haven't signed up yet, you can do it here

Brand New Creative, 61 Merrion Square South, Dublin D02EW25, , Ireland  |  Unsubscribe