In order to improve the accuracy and success of your branding efforts, you need to know everything about the customer you should be aiming for.
“The primary purpose of defining target customers in the brand positioning statement is to establish the target customer clearly in mind when thinking about brand benefits and relevant differentiation,” write Derrick Daye and Brad VanAuken, answering a reader’s question for their Branding Strategy Insider blog. “The more detailed the target customer description, the more powerful and nuanced the brand’s unique value proposition can be. It will also help later when marketers need to develop marketing and media plans.”
Read the full post for more on what factors to consider when defining your target customer to better position your brand and your message.
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Once you’ve identified who your target customers are the next step is to develop competitive messages that truly resonate with them and convey all of the things that allow you to create unique value and set your company apart from the competition. Download our free eBook Why Us? A Guide to Competitive Messaging to learn how to better create the kinds of messages that will increase your perceived value in the marketplace and help you win more business.