'One size fits all' is a myth. One size fits none.

All brands are different - they ‘speak’ differently, they have different reasons for existing, and they solve different problems for different people who have different lifestyles.

Something that works great for ‘X’ brand might be detrimental for ‘Y’ brand.

Here’s an example:

If you’re selling a $60 shirt, would you want to attract an audience that only wants to pay $10? Or think about the inverse - if you’re selling a $10 shirt, would you want to attract an audience that only wants to buy higher-end clothing? Both circumstances likely won’t result in a sale - and it won’t be because your product is bad. You just weren’t talking to the right audience.

It’s important to understand who you are, why you exist, what problem you solve, and for who - all before anything is ever designed or created.