Brands that try to appeal to everyone, usually end up appealing to no one. You need to choose which valuable audience(s) you want to target and the specific problem (they have) that you are best placed to solve.
With so much competition in most markets, success requires being distinctive from your competitors and clearly and consistently communicating a compelling brand thought to your target audience.
The traditional way of marketing using interruption-based advertising is no longer affordable or effective for most companies. Right now, someone out there needs you but may not have heard of you. Effective inbound marketing including Pay Per Click advertising, search engine optimisation and social media marketing can make it much easier for target leads to find you, when they are ready to research and buy.