Branding Series Part III: Who is Your Audience?

Marketing 101: If you’re speaking to everyone, you’re speaking to no one.

Whether you’re just starting out or you’re re-evaluating your brand at the core, there is one question you must ask yourself: who am I speaking to? 

Whether you offer a service or a physical product, you should personify your customer because you are in business for them, after all. 

Are they female or male?
How old are they?
Are they married?
Do they have kids?
Where do they live?
What kind of car do they drive?
What’s their household income?

These questions, along with many others, drive your brand’s communication strategy. 

We oftentimes tell clients to give their customer a name and to call their customer by that name whenever they are making a decision. 

“Would Molly wear this?”
“Would Paul enjoy this?”

It may sound silly, but it has been found to be extremely helpful as it helps brands personify their customer. 

Mis-marketing happens when a brand tries to think of the masses when publishing content - the focus should only be on your target customer.