Target Audience Development in a Crowded Marketplace

Target Audience DevelopmentWhen you are developing a brand, your target audience helps to shape your communication channels, tone and aesthetic. Be the best version of yourself, because the original is better than the copy. How many times have we heard some version of this saying? We hear it so much as we come of age and work through our personal battles to become the woman that we want to be, but what about our businesses and brands? The same rules apply. We hear all of the online marketing and branding gurus say it, “Be yourself,” “Find your unique voice,” etc. but I have found that few fail to listen. As I watched another fabulous episode of Marie TV, the topic of authenticity was discussed. It is an important factor when developing your personal brand.
The problem I have constantly found with online marketing is that everyone thinks that they can create some carbon copy of someone else’s success. WRONG! This is not possible. Each successful brand I know, like some of my favorites’: Marshawn Evans, Marie Forleo and Levo League, have their own unique approach to their brand and their business, but they are also very well aware of who their target audience is. They have their particular niche covered and there is no room for imitation. Learning about branding from others is acceptable and adopting online marketing best practices is common, but asking a copy editor to have the same tone as “so-and-so” or design your website like “company x” is a huge problem.Finding your voice is not the easiest of tasks, but it involves knowing your target audience and knowing how to best market yourself or your product. A big part of discovering your key audience and marketing yourself involves knowing who you are and what you want to achieve. What are you passionate about? Who do you want to help? Are you looking to target professionals, recruiters, potential employers etc.? You need to be able to clearly visualize what the people in your target audience look like, what they value and even what they do in their spare time. You have to be really specific. Use these details to help you shape and develop who your target audience is:

  • Gender and Age
  • Location
  • Income
  • Education
  • Problems and Challenges
  • Aspirations and Desires
  • Where and how they like to receive information
  • How you will reach them

These  are just some of the identifying characteristics that  will help shape how you communicate with your market. Carve out a niche that is uniquely yours by including as many details about your audience as possible. Once you know who you are talking to and what you want to say, you can shape your branding and conversation to be “you.” Without this clarity, jumping on someone else’s bandwagon becomes more appealing and can jeopardize your online marketing success in the long run. Whether you are a student, a business owner or a young professional, creating a branding strategy uniquely your own is important for your online marketing longevity.

Need assistance developing your target audience and brand? Contact me to inquire about our brand-builder consultation.

About the Author
Emmelie De La Cruz is an employed-prenuer, working full-time and managing her business, The Branding Muse, where she works to assist college students and young professionals with personal branding. By creating resources to simplify branding, she empowers her community to take control of their personal brands. Emmelie also assists small businesses and entrepreneurs to develop and implement social, mobile and digital strategies. Follow her on Twitter: @HerMusings or find her on Google+
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