If having a clearly defined mission or manifesto for your brand, translated from the intended value proposition to your customer is the engine of your brand, understanding your key customer segments and how they like to be spoken to is the steering wheel of your brand.

To do a better job of providing what people want (whether they know it or not), you thoroughly need to understand who your target customers are. 

When you know the goals, challenges, pain-point of your target customers, where you can find them, where they spend their time online, what gets them talking, and what do they already engage with – crafting the right message, at the right time and place to engage with them becomes more natural. 

It’s essential also to know that your target customer will fall into various segments with varying needs.

Customer segmentation and the understanding of how and where your customers live online should be used to decide and refine how and where your brand should invest and communicate its value to customers. The goal of your business should not be to sell to anyone who wants what you have simply — but rather to find people who believe what you believe, the left side of the bell curve.

Understanding what people think they want and then translating the value of your brand into their terms” is something your brand should consistently and continuously work onFrom the copy accompanying signup forms to fast-loading pages, good welcome emails, purposeful loading screens — Every digital experience implemented should be well-functioning to deliver customer value and reinforce the brand values.

Once you decipher who your target audience is, and how to best speak to them, your marketing plan then should include a strategy to best position yourself in the marketplace. Trust is a feeling, not a rational experience. 

We trust some people and companies even when things go wrong, and we don’t trust others even though everything might have gone exactly as it should have.” You have to earn trust by communicating and demonstrating that you share the same values and beliefs.

With the on-going streaming wars between Netflix, Amazon Prime, HBO, and now Disney+ and Apple TV, Roku, and so many more entrants, the clear choice for a parent is Disney. Regardless of all fantastic work, Netflix has done to offer diverse content and even a children only profile; Disney will most likely be the clear winner because, for decades, Disney has consistently positioned the company as a family entertainment brand.

You don’t just want any influencer; you want someone who believes what you believe. Only then will the influencer talk about you without any prompts or incentives. If they genuinely believe in what you think and if they are genuinely on the left side of the curve, they won’t need to be incentivized- they’ll do it because they want to. 

The entire act of incentivizing an influencer that would not use your product otherwise is manipulative, and overtime it renders the influencer completely inauthentic to his or her group.

For your business to thrive and be successful, you must develop a well-conceived marketing strategy that is aimed at pushing your brand ever forward in the consciousness of your target audience leading to lasting adoption, advocacy and, over time increase expectation from industry as a whole.

From a customer’s perspective, this allows the model to change from being a monologue to a dialogue.


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