We started 2020 with a blog listing the 7 Ways to Improve Your Brand in 2020. Last week we covered #1: Target Audience This week is #2: Specific Message.
Very few things in life are actually “one size fits all”. Someone ends up with something that’s a little too big and someone else ends up with it being a little too small. When it comes to building a brand, it’s even more extreme. Instead of just being a little too big or a little too small, if you are using a general “one size fits all” message you are guaranteeing that the message will connect with no one. That is a lot of wasted time, money, resources, and effort.
Rather than using a generalized message that won’t connect, develop specific, targeted messages for each of your target audiences. In one column, create a list of your products and services you provide. In the next column, define the target audience for each of those products or services. In the next column describe their demographics, and then their psychographics.
The next part is the most challenging. Rather than trying to implement a message that will talk to the entire target audience group, pick one specific person. Just one. Tell a story that will appeal to that one specific person. This message should really connect with them and motivate them to act.
Building a brand is all about an emotional connection, so this story should not include the features of your organization or products. Instead, tell a story about how your product will benefit their life. You don’t want to speak to their head, but instead, connect with their heart.
As you look at the list of your target audiences, think about everything that you know about them and how you can use that knowledge to really make them want what you have. This can’t be a message of generalities or false promises. Make it all about the actual experience that they will have and the ways you will make their life better.
Don’t get caught up in a message about price. You don’t want to attract the bargain basement shopper. You want to build a relationship with your target audience, so focus on the keys to that connection.
Next week we will talk about step #3 of building a relationship: Points of Differentiation.
If you haven’t already, check out our next Brand Builders Workshop – Social Media on January 31st. This is a small group, interactive workshop that will provide great info on how you can use social media to build your brand, and at the end of the session, you will have a month-by-month plan to use for the year. Early bird discount and limited seating, so sign up today.
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RUSSO is a strategic branding agency that uses consumer insight to change the conversation; forming emotional connections with the target audience. To learn more, click HERE to learn more about our process, RAZOR BRANDING.