"I'm in a great position where I can actually turn work down if I need to." That's what my client told me after we developed his brand strategy. An architect with over 30 years in business came to Rainmaker Branding wanting to specialize in net zero building—directly addressing his ideal client's pain around sustainability and energy efficiency. He can turn work down. That's what happens when your brand strategy uses focused messaging that speaks to your ideal client's pain.