You're stuck in an impossible choice. You need to grow your audience, but you also need that audience to actually care about your brand.
March 6, 2025
The brands that get this aren’t the loudest — they’re the clearest, the most human, and the ones worth following all the way to checkout and back again.
Growing brands face a choice
Go for growth: Post trending content, chase viral moments, broaden your message. You'll get followers, but they won't convert because they followed for wellness tips, not your specific solution.
Go for resonance: Create deep, niche content for your ideal customer. Your engagement looks amazing, but your audience stays too small to sustain your business.
So you're trapped. Grow fast with followers who don't buy, or try to connect authentically with an audience too small to matter.
Here's what most people don't realize: This trade-off is artificial. It only exists when you're posting randomly instead of systematically.
The brands that own their categories found a third option: systematic resonant growth. They grow WITH their ideal customers, not despite them. Every new follower is more likely to buy because the content that attracted them was designed for people exactly like them.
The difference? They create content that's simultaneously valuable to their specific audience AND naturally shareable. They don't broaden their message - they deepen it in ways that attract more of the right people.
While you're choosing between growth and resonance, they're building owned audiences that compound business results.
There's a systematic way to do this.
