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Brands must have a clear target audience from "summary" of The Brand Gap by Marty Neumeier
Brands are like people. They need friends. They need followers. They need relationships. And just like people, brands can’t be friends with everyone. They can’t be all things to all people. They need to focus their attention on a specific group of individuals who are most likely to be interested in what they have to offer. This is where the concept of target audience comes into play. A target audience is a group of individuals who share similar characteristics and interests. These are the people who are most likely to buy a brand’s products or services. They are the people who will engage with the brand, follow it on social media, and spread the word to their friends. Without a clear target audience, a brand is just shouting into the void, hoping that someone will hear. But when a brand knows exactly who its target audience is, it can tailor its message and offerings to meet their needs and desires. Identifying a target audience is not always easy. It requires research, observation, and sometimes a bit of guesswork. But the effort is worth it. By focusing on a specific group of individuals, a brand can create more meaningful connections and build a loyal following. It can speak directly to the needs and desires of its target audience, making them feel seen and understood. Having a clear target audience also helps a brand differentiate itself from its competitors. Instead of trying to appeal to everyone, a brand can focus on serving a specific niche market. This allows the brand to stand out in a crowded marketplace and attract the attention of the people who are most likely to become loyal customers. In the end, having a clear target audience is essential for any brand that wants to succeed. It helps the brand focus its efforts, differentiate itself from competitors, and build meaningful relationships with its customers. By knowing who its target audience is, a brand can create a strong identity and a loyal following that will support it for years to come.
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