Mr. Brand, meet Ms. Target Market
If your brand and your target market met on the street, would they get along?
There are two extremes that most marketers take when it comes to branding - those who think it is everything and those that don't think it matters at all. I don't think it is everything, a brand name or logo doesn't really mean anything, I personally give far more weight to the concept of brand personality and its ability to be conveyed to the appropriate target market - that concept is vital!
Essentially, if you think of your target market as a person (which we have discussed in previous posts) and you think of your brands 'personality' - if they were to meet in the street, they need to get along, they need common interests, they need to use similar language, they need to hang out in the same places. So many businesses get this wrong.
We sometimes can get so excited with our new brand, with the new magazine that we can advertise in or the latest social media phenomon that we forget who our target market actually is - and we end up investing valuable time and money into areas of marketing that don't really have anything to do with our target market.
This is where having a marketing plan, a clear target market, and a proper branding strategy really come into play. If you have an indepth understanding of your market, and you know your brand reaches them - deciding on proper marketing channels and using the correct language becomes much simpler, and the effectiveness of your marketing drastically increases.
Moral of the story - Your brand and target market need to get along!