You wonder why most people come across your brand, and cherish it, but are reluctant to make any financial commitment?
At some point, you start thinking if the cause is familiarity, but how do you explain the cold reaction from acquaintances in your marketing?
Today I will discuss one of the major reasons why brands aren't performing as they should and how to fix it.
TO THE POINT!!
Speaking of why you aren't getting results from your brand marketing, I would like to address the issue of "Target Audience". You probably have heard about it but thought light of it in the face of your immaculate brand strategy.
Without a target audience, your brand is marketing as a ghost. Just like adidas is synonymous with sport, and Jordan Air Kicks is common to basketball players, your brand must find an event or group of people to complement.
I remember a famous saying from the automobile company Lamborghini explaining why "They don't run commercials because their target audience is not sitting around watching TV". This statement speaks to the class of audience the automobile company is selling to.
If your brand will scale and perform well, you must define who requires your service, not just who finds it attractive. Just like you cannot commit to buying a Lamborghini because it looks beautiful.
I observed that most brands are merely concerned about making their posters look good in the hope of getting conversions. That's not good practice! Regardless of how beautifully crafted your marketing materials are, they are useless before the wrong audience, leaving them to just admire what you have.
THE SOLUTION
The solution is to define your service jurisdiction and identify your unique potential buyers. Here are a few questions to ask while doing so; I have provided an answer to guide you:
Q1: What am I marketing?
Answer: Define the nature of your product. Might be digital or physical
Q2: What solution is my brand offering?
Answer: Identify future/present problems your product will solve
Q3: What group of people are more likely to find my product useful?
Answer: They are the people who are faced with the problem you are planning to solve.
Q4: What story will convey the perfect message about my brand solution?
Answer: Take on Copywriting as a course or hire a professional copywriter to handle your product copies.
Once you're able to figure out the above, you are on your way to effective brand marketing, and ultimately good market performance.
Before you think of marketing channels as a brand, think of your target audience.
Did you find this post helpful? Connect with me Oluwafemi Ernest J. I am a Brand Designer and Strategist, and I share tips on brand growth.
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