When you try to be all things to all people, you end up being nothing to no one. This is as true to your branding as it is to any aspect of life. If you think about the concept in day to day life, it makes sense that we can’t be everyone’s friend, nor would we really want to. We want to hang out with and get to know people that we share values and interests with. No one is surprised that that Christine Milne (the leader of the Australian Greens) isn’t often (or ever) seen dining out with Gina Rinehart.
So why do we try to include everyone in the target market of our business? People from the age of 15 – 75 isn’t a bracket. Sure you have excluded one category; people who probably don’t have access to a credit card, but we’re not sure that counts. If you think of yourself as a target market, then it becomes clear that you are certainly not a person aged 15 – 75. For one thing, if you’re reading this because you’ve got a business then you are already in the more specific target group of business owners. Perhaps it’s a small business. You’re a small business owner. Just say that you have two children. You are a small business owner who is also a parent. And let’s add in the fact that you love gourmet pies. Now you’re in the very specific category of small business owners, with children, who love gourmet pies. With all that information we now know, that if we wanted to market reasonably priced, gourmet pies that would be ready quickly and available to grab on the go, you would be very likely to be so into that.
Just like we want to know our customer when we create our branding, we need to know ourselves and our brand. It’s likely that the type of customer you want for business follows from the type of business you want to be. If you are an ethical sort of person who wants to attract customers and clients who share that value, than your branding should reflect that. Likewise if you’re a corporate heavyweight who wants to attract customers more concerned about profits than anything else, than your branding should reflect that. It’s unlikely that you will be able to produce branding for your business that will attract both these demographics, and it’s really pointless to try.
What did they tell you all through out school? BE YOURSELF. Don’t worry what other people think of you. Well, branding is all about what other people think of you, so hopefully you’re worrying about that a little bit, but we want you to be worrying about what your core demographic thinks of you, rather than the whole world. Don’t be afraid to embrace the kind of branding that might put some people off, because there will be people who wholeheartedly love it just for that reason.
Image Source: The Honeycombers