28 August 2009 9 Comments

Brand target:do you know them?

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

brand-targetbrand-target-2Understanding the target makes your brand effective. Your audience is form the bedrock of your brand. They determine whether your brand will excel or not. If you do not know the basic facts about your target in terms of demographics, age, social strata, income etc. To create the right product or service will be an impossible task. Understanding the target will help much better. Making huge investment on services for imaginary audience is one of the calamities that will aid brand’s death. Note that your target is usually the client base you intend to reach out to which also will become the ultimate consumer of the services or product you want to offer. Ability to work with your audience from beginning makes the concept of co-branding easy. This also makes your services enjoy full benefit of co-branding; it makes sales easy as they will become a ready accomplice to do word of mouth advertising, publicity to the brand you are offering. Proper understanding of your target’s income, capacity and propensity to buy will adequately inform what price you can fix for your services. You are not expected to sell cheap articles to high income targets. It may not appeal to them. Such audience relish themselves in luxury products that help their ego. Trying to target everyone is a recipe for failure. Ability to narrow your relationship and offering will help the brand to produce well. Have you seen a guy who has ten spouses who is ever faithful to all? The problem most personal brands have is traceable to the fact that many do not know what they want and who their ideal employer should be. As an entrepreneur brand, you also need to know who your ideal employee should look like. When you mix sentiment with fact, the results are often catastrophic.

For corporate branding, understanding your target, carrying them along makes sales easy as noted earlier. More importantly it aids loyalty, advocacy and long lasting relationship. Wrong targeting leads to frustration and eventual death of the brand. Do you know your brand target? Where are the ideal corporate brands that can value your talent, where they are and what services are they offering? Offering services to everyone because of recession often leads to heart ache and lack of fulfillment.

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