Really, you can’t.
If everything isn’t coming from a consistent viewpoint and reality, something will strike a false note.
Much better to just BE authentic.
Eric Clapton didn”t start playing the blues because it was popular or he could make a living at it. Actually, when he was a boy getting his first guitar in jolly old England, no white men were. He and his teenage buddies grew up on the likes of Robert Johnson. They were just REALLY into blues.
Marketing starts with deciding what you are going to sell and how you are going to package it.
You’ll be a lot more successful if you start by finding something you CAN be authentic about.
Oh yes, and it’ll be more fun too.