Audience Segmentation and Brand Consistency
Wouldn't it be great if every business had its own fiefdom of customers and all of those customers fit a nice little mold? That way, we could use a singular message, a singular marketing approach, sell to everyone, and all would be happy. Unfortunately, it just doesn't work like that.
The truth is, most of our businesses and organizations have multiple audiences that we have to satisfy, but we only have one brand. The real challenge in addressing all of these core groups of people is to reach out to them in a way that is unique to their needs but still brand consistent. I am unaware of any silver-bullet method to develop these approaches, but there is a framework that will guide you along your path:
The truth is, most of our businesses and organizations have multiple audiences that we have to satisfy, but we only have one brand. The real challenge in addressing all of these core groups of people is to reach out to them in a way that is unique to their needs but still brand consistent. I am unaware of any silver-bullet method to develop these approaches, but there is a framework that will guide you along your path:
- Map out the core elements of your brand and extend them out to all of the elements that go along with them
- List all of the audiences with which you need to communicate and develop profiles for them regarding what is important to them, the factors that help them make a buying decision, and demographic information about them
- Using your extended brand elements, begin to match them up with your audience profiles so you can see the path you must take to communicate within your brand
- Finally, use your paired up information to craft messages, sales pitches, and other marketing tactics that will help you to reach out to these audiences in unique ways that are still on-brand.
Labels: best practices, Branding commentary, corporate branding, nonprofit branding
posted by Harris Eisenberg at
12:22 PM
1 Comments:
What I like about this notion is that you are always thinking about how the world appears for your audiences. It forces you to stay in their world as you think about messages or reminders of benefit to them. In reaching out to our coaching clients, one thing that we forget is that they have their own challenges and issues that are on the front burner. We believe we have a service that can assist them. What this tip provides is to stay focused in what will communicate to them in the face of all that they have on their plates. - Bill Sinclair: Gemini Executive Coaching.
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