Many companies and organizations have two (or more) distinct audiences when it comes to their brands’ messages. Knowing your target markets and speaking to their needs, all while being true to your brand voice and goals, is a challenge. Branding for multiple audiences requires individualized strategies. In all cases, consistency remains key: know what sets you apart and what value your company brings to your consumers.
How to brand to more than one audience
No one message appeals to all people. We all have different tastes, passions, senses of humor and interests. Just like one-on-one interaction, personalization is key to reaching your audiences. Your organization’s brand identity must remain consistent across multiple segments. Your brand voice can vary. This is where the customization and personalization comes in.
Your brand voice is your character. It defines the relationship between company and consumer. It is created with a specific purpose, certain language and a personalized tone. It is personal.
|Character||Is your company fun-loving, professional, inspiring, or welcoming?|
|Tone||Will the message be direct, fact-filled, or entertaining? (Honesty should be a given…)|
|Language||Will the audience relate to simplified language, scientific or industry jargon?|
|Purpose||Will the message educate, engage, entertain or sell?|
Defining your target market
Target markets have specific interests, needs, demographics, passions and the like. Companies match services and products to consumers in specified markets. Multiple target markets exist in many industries: automobile, financial, beverage, construction, the list goes on. Let’s consider the auto industry. Car manufacturers target specific personas or segments of the population, depending on the type of car or truck they drive. Just because your markets differ doesn’t mean that your brand does.
Know your target markets: their habits, desires, lifestyle, basic needs and also – what they want to learn. This requires research. Monitor your website for activity. To continually stay in front of your target markets, you need to know their behaviors and understand what drives their decision making. When analyzing multiple markets, outlining a persona that describes the lifestyles of your different customers will help your company address their specific needs. Here are some questions to ask:
- Who are your customers? Where do they live? How old are they? What behaviors and interests do they have?
- Where do they spend their time? What publications do they read? What media do they utilize? What sites do they research?
- What are they looking for? What needs do they have? Do they want a product, a resource, a service? Do they want to be motivated, sold to, educated?
- What problems can your company solve for them? How do you differ from other companies? Are you immediate, responsive, knowledgeable?
Branding for target markets
In the end, a company’s goal is to meet a consumer need and engage them with relatable material to help with the purchasing decision. Brands want to draw attention and create familiarity in target markets. The key is to remain true to brand voice while using different tones that appeal to multiple audiences.
Target markets may also contain different audiences. In keeping with the car industry, we see this with target markets for a pickup truck. The market desires a multi-purpose vehicle that can withstand hauling, towing and rugged adventure. The audiences in the market vary. One audience may purchase for personal use. Another audience may be purchase for business use. The needs of each audience may also vary:
Personal: Brand specific, desire a premium package with all features, impressive body design
Business: Economical in gas consumption, base features, bigger engine for hauling
My point is that no two consumers will be the same. But, the brand identity must span across all audiences. Think Built Ford Tough. The message can appeal to both audiences in it’s own unique way.
Target marketing strategies
Each audience is drawn to a different message. They can be reached through a different medium. Some consumers act from direct mail while others prefer email announcements and invitations. Commercials and mass advertisements such as billboards reach specific generations while other generations will only purchase from companies who engage and entertain on social media. Each audience requires a unique strategy. Regardless of the message and the medium, your company’s brand needs to be consistent and achieve the goals set out, be it to gain loyalty, increase sales, or bring awareness. Your audiences may differ by need, but they should not differ in how they feel about your company.
If you don’t know what your brand voice, personality or values are, we can help. Download our eBook, “Best Practices in Social Media,” to learn about creating and showcasing your brand. And in honor of sharing, use the code BLOGSAVE5 to save $5 on the eBook.