Targeting: The Key to Brand Success

Esther Goldsby
May 24
3 min read

Updated: 5 days ago

It's Not Pokémon. You Can't 'Catch Them All'

You will exhaust yourself trying to do so. You will never create a meaningful brand if you're busy trying to appeal to everyone instead of crafting a message that resonates with a specific group of ideal customers. Many businesses panic because their website traffic isn't high enough. They worry that they aren't getting enough exposure.

The truth is, you don't need to expose your brand to everyone. In fact, you shouldn't. Not everyone will "get it." But here's the important point: you don't want everyone to understand your message. Just like protecting your skin from the sun, you want the right amount of exposure. You need Vitamin D, not sunburn. Targeting your customers works the same way. Remember why you're in business, and learn how your ideal customers live, dress, interact, and speak.

Speak to Your Customers' Lifestyle and Values

Humans have evolved over millennia, yet the core factor in our DNA still remains tribal. That's why we form groups on social media and in real life with friends and colleagues. We bond with those who share our common interests and core beliefs.

One of the easiest behaviors to identify is our use of technology. Within any social circle, you'll find "Apple" people and "Samsung" people.

A product from a recognised brand is an extension of the self that a person likes others to see.

Apple enthusiasts typically have all their devices linked to iOS. They admire the aesthetics and functionality and, most importantly, connect with the brand message. It aligns with those who consider themselves Creative with a capital C. In contrast, Samsung fans often view Apple as a cult brand. They are likely to center their focus on performance and consider themselves practical thinkers.

How Do Tribes Work?

When individuals come together, they begin to move in the same social and professional circles. They become exposed to similar events, ideas, and people, fostering a sense of community based on shared values.

A Tribe are people that have, or choose to have, interests and tastes in common. They will seek each other out.

However, tribes evolve; they don't remain static. This is why you need to focus on two critical steps in your strategy.

Firmly Establish Your Brand's Core Values
Before you build your website or launch social media campaigns, define who you are. Research local social groups if you're a service. If you're offering a product, analyze demographic details such as age and gender for local or national groups. Review images, understand their lifestyles, and ask: What do they wear? How do they speak? What music do they enjoy? By identifying if these people align with your values, you increase your chances of meaningful engagement. Thus, this is the most critical element in starting a business. It's not just about your product; it's about you, what you stand for, and who you want to reach.
Review Your Brand Strategy Annually
Just as people grow through various experiences, your brand must adapt too. Social attitudes and world events can create new situations or challenges for your customer base. Staying adaptable will help your brand seize new opportunities and continue to grow. Keeping current takes dedication, especially when you're managing different facets of your business, but it is essential for your success.

A great example of a brand that has successfully evolved over time is not a product but a person. Madonna is famously known as the Queen of Reinvention. Yet, she has always remained true to her core brand message: “I am Madonna. I am provocative. I am always ahead of you. I am always evolving.” She reinvents herself at least once each decade, remaining relevant to her core fans while continuously attracting new interest.

Remember, you are creating a brand for humans. We share similarities, yet differences exist. Visualize your ideal customer and design your brand around their needs and desires.