#5: TAILOR THE MARKETING MESSAGE - From '7 Ways to Think Like a Big Brand'

Small and mid-size businesses have many advantages over big companies—not the least of which is the creative talent they tend to attract. It’s no wonder then that, so often, big brands are guided to observe and learn from their more nimble counterparts in small and mid-size business (SMBs). But, despite being stereotyped as clumsy and slow on the uptake, big brands do a number of things right… many of which can benefit their smaller counterparts when it comes to brand strategy.

Ultimately, just like bigger companies, the success of SMBs requires alignment: having the right product or service in front of the right consumer at the right time, while creating brand understanding through communication messages that compel audiences to take action.

Here is the fifth of 7 techniques in which, more often than not, big business gets it right...

#5: TAILOR THE MARKETING MESSAGE To optimize the connection your brand can make with its most important audiences, consider tailoring your marketing messages wherever they can be segmented to resonate with specific consumer groups. Take this approach with your key content, the visual look of the brand, any sub-brands and taglines that are segment-specific, and even nuances to the overall brand voice.

For example, if you have a consumer segment that generally wants as much technical information as possible before taking action—as was the case on a recent launch we developed for a natural juvenile products line addressing concerned parents, grandparents and gift givers, shown above. The tone of the brand voice can remain consistent but the nature of the content may shift. In this case, we selected a more fact-rich communication style, to meet this particular audience’s needs and desires.

By separating out your overall audience, you can identify specific features about your brand, product or service that hold sway with that particular set of consumers.

For each group, identify its unique messaging requirements, and create both overarching and segment-specific communications.

Craft the right messages, verbally and visually, so that they are true to the brand, while simultaneously serving up and framing the points most relevant and compelling to each of the consumer segments you address.

 Many of the techniques contained in this series of posts are frequently overlooked by smaller companies. By adopting these habits and making them part of their culture, small and mid-size businesses stand to reap big rewards. Instituting a few key changes in your organization to incorporate some or all of these disciplines can help grow your brands… and have a positive impact on your bottom line! Be sure to watch for next week's post on '7 Ways to Think Like a Big Brand.'

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Excerpted from a recent white paper titled, "How Small and Mid-Size Consumer Companies Benefit by Thinking Like Big Brands." Request the full article here.

Moss Kardener is Chief Strategist at OnStrategy Consultants. His firm works to position companies, products and services for success, distinguish them from competitors, define engaging brand experiences, and create strategic? ?communications to tell their stories. Reach Moss at 1 (510) 499-9697, or email him at [email protected]. ? 2015, 2016 OnStrategy Consultants. Trademarks and data content belong to their respective rights holders. All Rights Reserved.