We’ve talked in the past about setting goals and “doing the math” — you can’t know if you are succeeding, if you don’t know how to define success — but there is another step to take that has a similar ring to it:
You can’t sell if you don’t know who you are selling to.
Who are you trying to reach with your marketing? What messages do they want to hear? What problems are they trying to solve? Where do they look for answers and solutions?
Understanding your audience is at the heart of creating customer personas, and it should be a precursor to your efforts in building a brand identity and developing key marketing messages and strategies.
That is the point MPPGlobal is emphasizing in their infographic below.
I do think, however, that they left out an important step (one that is included in our 6 Steps To Creating Enviable Brands: As part of developing the brand, you need to go beyond an “About” page and the mood board with visual identity pieces. You need to break down the specific language, benefits and core messages that will drive your marketing strategies.
But back to knowing your audience: Do you have specific defined customer or buyer personas? If not, you aren’t alone. It is a common mistake, but one that can be corrected now to better target your marketing content moving forward. Find a detailed guide and template for building your own buyer personas here: Branding Mistake: Not Considering Personas in Branding.