The Australian Small Business Blog

Wednesday, August 16, 2006

Developing Your Brand Strategy- Lesson 4

by Richard Gill

Focusing on your Target Audience

Your value proposition must be relevant to your target market. This means your target market must be clearly defined. It's not uncommon for a business to have to refocus and revisit their targeting, especially if it was not clearly identified in the beginning stages of business.

It is necessary to find the right balance when defining your target market in a way that causes your audience to recognize that you are talking specifically to them. This often requires companies to narrow down their target market. Be Specific.

Why is Your Target Market Important in Branding?
It does not matter what your Brand mission is, identifying and gaining the devotion of your target audience is the necessary means to reaching those objectives. To achieve your brand marketing goals it is important that you know your target market inside and out.
This requires conducting a market analysis. This market analysis must be as in-depth as possible providing you will all the data you need to reach your target effectively. By knowing your target audience you will be more confident in the steps to take to connect with that audience.

The power of your brand relies on the ability to focus. That is why defining your target market will help to strengthen your brand's effectiveness.

The first is to conduct an informal market analysis of your target market and the second is to write a target audience definition for your organisation. The instructions below will walk you through the process of completing these steps.

"If you want to get somewhere you have to know where you want to go and how to get there. Then never, never, never give up." - Norman Vincent Peale

Richard Gill is the Director of The Banner Lady

The Australian Small Business Blog

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