How to communicate with different audiences and stay on strategy.
Giuseppe Cavallo
Executive advisor in brand strategy and personal branding. Adjunct Professor at ESADE Business School. Author. Keynote Speaker.
How can you appeal to different audiences and keep a coherent brand narrative? It can seem like a dilemma, and often brand managers are led astray, going off-strategy. This causes serious damage to the brand’s power and confuses the audience.
A brand’s core narrative is essential for engaging its audience with its strategic objectives and value proposition. However, given the diverse interests within any audience, it’s crucial to articulate this strategic narrative through various plots, ensuring that different segments find compelling reasons to connect with the brand.
Subplots for Diverse Engagement: To make a brand more interesting and relatable, we can create subplots or sub-narratives beneath the main story. These subplots introduce different contexts and dimensions, making the brand’s narrative richer and more engaging. For instance, Harley Davidson’s narrative strategy includes multiple subplots such as “The Bad Guy,” “The Road,” “The Spirit of Freedom,” and a special focus on women. By doing so, the brand can appeal to various audience segments, each finding unique aspects that resonate with their interests and values.
Relevance and Trends: Subplots also allow a brand to stay relevant by tapping into trending topics and aligning with the zeitgeist. This approach ensures that the brand remains current and in tune with the spirit of the times. Additionally, subplots can be tailored to specific target audiences, making the brand’s message more personalized and impactful. For example, a subplot might focus on sustainability efforts to engage environmentally conscious consumers, while another might highlight technological innovations to attract tech-savvy individuals.
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Efficient Communication: In the digital age, communication needs to be brief, direct, and impactful. Subplots also can help achieve this by breaking down the brand’s value proposition into discrete, digestible elements. This method ensures that the audience can easily grasp and remember the brand’s key messages. By presenting information in small, coherent pieces, the brand can maintain the audience’s attention and foster a stronger emotional connection.
Ultimately, the audience connects with brands emotionally rather than analytically. By using various narrative axes or plots, a brand can maintain this emotional connection, delivering information in a relatable and engaging manner. This strategy not only enhances the brand’s appeal but also ensures that it remains relevant and resonant with its audience.
I am a brand strategist and I believe that business should help people to be happier. So I work with corporate and personal brands on a journey to the next level, with powerful strategies and inspiring narratives.
Strategic Marketing and Sales for growth
2 个月Thanks for the article Giuseppe Cavallo, excellent. I currently see brands struggle to maintain this consistency when looking to appeal to younger generations. Similarly, and conversely, some brands try to include plots such as sustainability or equality without having done enough research on how important they are to their current or potential audiences. Thanks for your great articles! ??
Consultoria Business Owner na Grinover Consultoria | Consultoria em Facilities e Property Management
2 个月Caro Giuseppe, your article is flawless. The skill of those who speak at various levels of audiences is verified, mainly, when interacting with a heterogeneous audience. In these cases, you must find forms and develop subplots that sharpen interest and participation at all levels. But you certainly do this with mastery. Un abbraccio
Mentora y Consultora Senior en Estrategia Integral | Facilitadora de Ikigai Profesional | Especialista en Desarrollo de Personas y Equipos
2 个月Reflecting on your article Giuseppe, it's vital to first understand your core audience. However, recognizing and welcoming new niches that resonate with your message is equally important. By acknowledging these groups, you strengthen your emotional connection and expand your reach. Diversity in branding isn't about losing focus; it's about integrating new audiences into a consistent narrative. Subplots allow a brand to connect with different segments while staying true to its values. Nike far example expanded its core narrative of athletic performance by focusing on inclusivity and empowerment, engaging new audiences like the LGBTQ+ community while maintaining its identity. i send you warm wishes to continue to grow and connect with your audience! ??