Product 'YOU' is usually not for everyone and that's okay babes!
Especially if you're not a global brand like McDonalds or Coca-Cola
LMAO vegans must hate McDonalds and let's not start with all the people who have made their entire lives purpose the shaming of Coca-Cola for either Capitalism or poisoning the health of the global community with their sugar content.
There's no exception to this life principle. Not even our Lord and Savior Jesus Christ.
There's going to be a pre existing sect or community who is going to hate everything your brand stands for
but guess what?
It is totally okay!!!
So stop being an attention-seeking, insecure, piece of doodoo and put on your big boy (or girl, before feminists come for me) pants and stay true to yourself
Someone out there is going to think you're overated, offensive, anti or pro something they stand for with all their heart.
You're going to wear out yourself and brand trying to please 7 billion people of different races, cultures, backgrounds and beliefs...it's a delusional pursuit.
So stop! Take a breather, go on recess, look in the mirror and remind yourself that YOU ARE THE FREAKING PRODUCT and that is all that matters!
Every other thing ( marketing, communications, advertisement, content ) must find it's bearing, foundation, and come into alignment with that singular fact.
You have no business carving out an audience if you haven't discovered your true product…
'YOU'
Go binge the IDENTITY CRISIS series if you missed it.
We concluded that you're the actual product, not the tangible or deliverable.
Your brand must be a PERSONALITY. with a voice, a tone and a feel.
You must have a message. A message carved out from your values and convictions like any other living breathing person. Because your brand is a person.
It is YOU.
Or a fictional character if you're sure there's nothing valuable about you anyone could possibly want.
I highly doubt it.
But if you took out time, had a self discovery session and consulted professional help from a Brand Strategist like myself and you're starting to come into your true self...
Then you should have a brand message.
A message you want to share with the world, that nurtures and heals a pain point of your audience.
So how do you find who to sell to? Who could possibly want it?
Simple; people who lack and need what you're offering.
So if you're offering self confidence...your target audience are the insecure.
If you're offering Comfort...your target audience are the stressed or those in discomfort
If family...your target audience are those who need to feel a sense of belonging or community
It's pretty basic arithmetic!
All advertisement or marketing strategy should be channeled with them in mind. Your Target Audience.
There's a pretty simple technique used by Brand Strategist to carve out a target audience called ' A BUYER PERSONA '
So take stock right now of everyone who has showed real genuine interest in your PRODUCT so far since you got into business, and take inventory of them.
Cause they are a representation of what your audience are.
Looking beyond the surface, to see their whys? Their behavioral patterns, psychology, and demography professionally proven heavy pointers to why they've showed any sort of interest
A Buyer Persona includes the following;
Demography: this is the basic box to tick..the gender, age, and socioeconomic status of those who have shown interest. A sanitary pad company directing advertisement and the feel of its brand to Men in their 60s in destined for failure. And a lot of us unconsciously do this with our brands. Wasting content on people who would honestly never buy. A real waste.
Geographical Location: This is also super important. The location of your target audience isn't just important for Logistics reasons, but the geographical location of a person influences their cultural and behavioural patterns. It would be pretty unwise for a Retro Urban fashion outfit to target it's main brand efforts at people in rural areas or underdeveloped countries. Location is pretty important!
Behavioral Pattern: This is more routine than what they do. When they sleep, do they exercise? Are they vegetarians, do they work in late? These are some of the defining factors behind brand use. A business executive ir Banker might not have time for a sit-down breakfast. So he buys takeout and eats in transit. Understand the basic routines of your core audience.
Psychological & Motivational factors: Some of the strongest brands are cult like. From churches to Sport clubs...this is because motivational and psychological reasons are the strongest factors behind brand use. Audiences who buy based on psychological reasons have little or no limit to how they buy, and how much they are willing to sacrifice or go to get their needs met by the brand. What are the values, convictions, beliefs of your audience? Are they feminists? are they devoted to religion? Are they free spirited and liberal? They are most likely attracted to you because you enable those virtues of Characters they hold so dearly. So it's back to knowing yourself. What are your core values as a brand?
Identify your core Audience, study them.
What could a day in their lives look like?
What other brands are they heavy users of that your brand perfectly compliments?
What experiences do they look for when shopping for a product?
Comfort? Luxury?
What are they most passionate about?
Beer companies have this figured out. The discerning ones have conquered the sports and gambling markets.
Grown Men (working class or not ) will hang with the boys and see a game over drinks. It is in the Masculinity Bible. Go and check.
They even partner with football sponsors.
The Cereal company will use milk in their ads when they don't produce milk. Use children going to school, playing sports. They know their audience and what to communicate to them.
They have researched them.
They usually target Moms and their kids and sell them the cliche "the ultimate perfect mom does this for her little ones...she'd get them some Corn Flakes" story…
And it works!
Know your audience.
Other successful brands keep investing and using properly taught out strategies to take your money
Why do you have a brand and think just selling to the general public will produce any valuable results.
Know thyself
Know thy Audience!
My IDENTITY CRISIS series really breaks down knowing your brands true identity...it's the first major step to discovering your audience
Knowing your target audience is the holy grail of branding and marketing
Find your true product and finding your niche will come almost organically…
Then study them, and keep speaking their language.
Stay in touch?
Mez.