What Archery Can Teach You About Branding: A Lesson Most Brands Overlook
Let’s have an honest conversation.
Most brands today are stuck in the same cycle:
Try to be everywhere.
Try to please everyone.
Try to look like they’re doing everything right.
But in doing so, they forget the simplest truth about branding:
It isn’t about reaching everyone.
It’s about resonating with someone deeply.
If you want a perfect metaphor for this, don’t look at the latest marketing bestseller.
Look at an ancient story from the Mahabharata.
The Mahabharata Parallel: Arjun and the Eye of the Bird
Imagine this moment:
Guru Dronacharya has lined up his students.
They’re all aiming their bows at a wooden bird perched high on a tree branch.
Before anyone can release their arrow, the teacher asks them one by one:
“What do you see?”
One prince says,
“I see the tree, the branch, the bird.”
Another says,
“I see the sky, the leaves, the bird.”
Finally, it’s Arjun’s turn.
He answers calmly:
“I see only the eye of the bird.”
Nothing else.
Not the distractions.
Not the surrounding noise.
Just the target.
And that’s why Arjun’s arrow hit exactly where it was meant to.
The Modern Branding Lesson: Stop Aiming at the Whole Tree
Let’s bring this back to your brand.
If you try to:
- Appeal to everyone
- Be liked by every demographic
- Stay “visible” on every channel
You end up with messaging so broad that it means nothing.
That’s like standing there with your bow and saying,
“I see the tree, the leaves, the sky, the bird…”
And never hitting the mark.
At Heigh10, we see this happen all the time.
Brands launch campaigns hoping something will stick.
They dilute their voice so no one feels excluded.
They try to occupy every corner of the market, just in case.
But in reality, you can’t own a place in someone’s mind until you claim one first.
Arjun’s Focus in the World of Brands
Think about how the world’s most iconic brands behave:
Nike doesn’t try to be for everyone who likes sports.
They speak to the relentless. The disciplined. The ones who can’t rest until they’ve done the work.
Apple doesn’t market to bargain hunters.
They talk to creative thinkers, innovators, people who see technology as a canvas.
Patagonia doesn’t chase fast-fashion shoppers.
They exist for those who care about the planet and want their purchases to reflect that.
Each of these brands made a choice.
They saw only the eye.
They focused on a very specific audience, a clear emotional space, and a message that didn’t waver.
And that’s why they resonate.
🧠 Why Most Brands Miss the Mark
When we work with clients, one of the first things we ask is:
“Who are you really for?”
You’d be surprised how often the answer starts with:
“Well, really… anyone who might be interested.”
But here’s the thing:
If you try to reach everyone, you risk connecting with no one.
Brands with mass appeal often feel generic.
Brands with clarity feel magnetic.
A Simple Framework to Refocus Your Aim
If you want to move away from the broad, unfocused approach, start with these questions:
- Who is this not for?
- What feeling or belief do we want to own?
- What problem do we solve better than anyone else?
- Where do we refuse to compromise?
These are the questions that help you define the “eye of the bird.”
Because once you know exactly who you serve—and why—everything else becomes easier:
Your messaging.
Your visuals.
Your campaigns.
Your product decisions.
The Heigh10 Perspective: Branding with Precision
Branding is a lot like archery.
You can spend all day shooting arrows in every direction.
Or you can do what Arjun did:
Block out the noise.
Ignore the distractions.
Focus on the single point that matters.
See only the eye.
Because great brands don’t try to be liked by everyone.
They aim to be loved by the right ones.
If you’re ready to find your focus—and build a brand that hits the mark every time—Heigh10 is here to help you aim with clarity and intention.
