TIP: As a business owner, work to develop your own personal brand.
The aforementioned section alluded to the importance of being honest — Identifying your target market is largely determined by your brand. By answering more honestly, you have the best chances of finding the right target audience.
Since your reputation is largely based upon audience perception, you will need to construct a target member profile. This clear understanding of your consumer base will help you determine how to best connect with them — social media platforms, age, interests, peak hours on television, internet, mobile, etc.
Remember, it’s your job to find your audience, not the other way around — make it as easy as possible for them. You want your audience to jump for joy when they’ve finally found you because you can relate to their problem/dilemma and provide a proper solution.
By this stage you’ve defined who you are as a brand. Additionally, you’ve etched out your target audience profile. Now you must decide which technical skills you would like to highlight and market.
Will you take the route of highlighting your company in a positive light based on your own organizational structure, attributes, and connections? Or will you choose to define your perception by using negative space ?– highlighting the market void, competitor blunders, and/or outdated industry practices.
As an industry veteran with over 15 years experience, TA’s Jason Ramsey has built a brand highlighting agency features in both a positive and negative space. For example,
As an agile, boutique branding firm we are able to produce a quick turn-around on projects while offering responsive communication, both internally and externally.
These are attributes highlighted in the positive space.
Continuing with our example,
We mix old-school business principles with new school technologies to create timeless brands and lasting relationships.
The latter highlights an attribute in negative space by drawing attention to ‘old-school business principles’ which have fallen out of vogue in the business world — TA seeks to fill a void in the marketing world with better business practices and stellar creative output. This step feeds directly into the next step of developing brand equity.
Ask yourself this very important question, What makes you different and why should people care?
By this stage, you should be absolutely clear and resolute in determining your USP — defining your brand , who is your target audience, and highlighting strengths. After each phase, you will have funneled down a sizable audience to a fraction of its former self. The key to retaining a larger portion of your audience and ultimately converting them will be based on this last factor — why are you different?