Is Your Branding Catching Your Target Market’s Interest?

Regardless of what your business is, you should spend time analyzing who makes up your target market. This way, you will have a better idea of who you are communicating with and tailor your brand values and marketing message accordingly. Haphazard branding is a surefire way to lose prospects and customers, rendering your marketing useless.

Taking the time to define your ideal clients and considering their habits, feelings and thoughts is extremely important in coming up with your marketing message and your brand personality. Some of the primary information you should consider when defining your target market include their gender, geographic location, their age range and their income levels.

Many business owners are often nervous about narrowly targeting prospects because they don’t want to miss out on other opportunities and customers. However, making your branding and marketing message too broad is likely to appeal and attract nobody.

Focus your brand on attracting your ideal customers and you might actually be surprised how other customers also purchase your products or services. You may not be actively going after these people directly, but this does not mean you have cut them off completely.  By focusing on a specific target market, you become unique, which will get you noticed and attractive to a number of customers. Think about John ‘Sam’ Newman of the Footy Show, for example. Many people love to hate him because of his often offensive and strange views, however the rating for the Footy Show go through the roof as a result. He gets noticed and attracts attention.

Knowing your target market will help you develop your brand personality. From understanding this, you will be able to create a brand vision statement for your business that will appeal to your ideal client. You will be able to draw them to you and build up the trust needed to convert them from a prospect to customer and a customer to an advocate.

Your target market’s age range is another critical component of getting your brand’s marketing message and graphic design just right. A more modern look that speaks of vibrancy and liveliness will usually suit a younger market. More conservative and strongly trustworthy and professional messages will usually sit well with an older target market. The age of your target marketing is just one component that will impact your brand.

The user of your product or service may be different from the buyer, particularly when it comes to gender. For example, perhaps the woman in a relationship does all the grocery shopping but the man wants a particular kind of product purchased. Understanding the gender of the buyer and the user of your product or service should all be considered when creating branding and marketing material. You may need to come up with something that speaks to men as well as women for these reasons. You may need to create a comfort level among one gender, while focusing your brand more on the other gender. It can get complicated but it’s important to get the balance just right.

However you decide to brand and market your business, it should be distinctive from other businesses particularly your competitors. It’s about getting your target market to sit up and take notice of your brand.