Stop Targeting the Wrong People. Know Your Audience!

As a business owner, you know that positioning and reaching your audience is crucial for business success. However, reaching your target audience you need to define who these people are. It is also quite relevant to know your brand is planted deeply in your audience’s minds.

Let’s look into a couple of very different brands – Ferrari , 苹果 , and Terma Group .

While the former ones are recognizable instantly, for almost everybody, the latter may not be that obvious. Ferrari is known for its luxurious and fast sports cars and has a strong brand presence among automotive enthusiasts. People would proudly wear Ferrari-branded apparel and accessories, even if they couldn't afford the cars themselves. They became brand ambassadors, spreading the Ferrari name far and wide, and are also proud to be associated with the brand. This is a widespread brand awareness. But is it good for Ferrari?

To think about that you could use an example of a MacBook. The fact that my grandmother knows that my laptop has an Apple on its back does not matter to Tim Cook. What matters, however, is capturing the attention of the design and photography communities for instance, who appreciate the brand's aesthetic and performance. This is where targeted brand awareness comes into play.

Ferrari, or Apple – we know them instantly, and the brand awareness is spread widely across society. On the other end of the spectrum, we have Terma. Terma is a Danish brand that specializes in manufacturing countermeasure systems for multi-role combat aircraft. Their products are highly niche and cater specifically to government officials and defense procurement. Unlike Ferrari, Terma doesn't need to be a household name. Their success lies in being recognized by the decision-makers responsible for upgrading national military fighter aircraft. Does it matter that an average Joe Doe does not know what the ECIPS+ pod is? No, it does not. It only matters that a couple of guys at the MoD know that Terma delivers solutions suitable for upgrading fighter aircraft.

Effectively Boosting the Brand Awareness

So, how can you boost brand awareness effectively? It starts with expanding your organic reach through media exposure. Regularly distributing press releases with data-driven content can be a hot cake for journalists. They love quantitative data and will gladly cite your brand as a reliable source. Remember, quality, determination, and patience are your allies in building solid media partnerships.

Sponsored reach is another way to drive exposure, but don't fall into the trap of using the same content for too long. Just like with social media, the effectiveness of your content can decline over time. Outdoor advertisements suffer from the same fate - if you keep using the same creative concept for too long, people become blind to it. It's like walking into a coffee shop and no longer noticing the smell of freshly ground beans after 30 minutes. Variety and freshness are key here.

To truly make your brand stand out, consider getting a hallmark associated with it. A well-designed video campaign or brand communications centered around a single concept can leave a lasting impression. Sponsoring sports or music festivals can also create strong brand associations. Just remember to avoid overexposure and keep the audience engaged.

Traps!

But be cautious - brand awareness can sometimes backfire. When a brand becomes synonymous with an entire product category, it loses its uniqueness. Think of Xerox , whose name became a generic term for photocopying.

Coming back to the examples we have used above, in the case of luxury goods like Ferrari, being a benchmark can actually work in their favor. Petrol heads proudly wear the prancing horse logo, even if they can't afford the cars. They become brand ambassadors, spreading the Ferrari allure. On the other hand, Terma's target audience is very specific, and they don't need widespread public awareness. Their reputation among government officials and defense procurement is crucial.

Know who you are talking to!

So, the key takeaway here is to know your target audience, understand the channels that can reach them effectively, and utilize the tools available to optimize your brand exposure within your budget. Stay consistent with your message, but avoid overwhelming the audience with repetitive content.

In the world of branding, storytelling is essential. Whether you're selling luxury sports cars or specialized defense systems, understanding your audience and crafting a compelling narrative will help your brand make a lasting impact.

To make the brand etch a lasting mark in the minds of your audience, it is best to use a story. Human brains are evolutionarily hardwired for good stories. And these leave a long-lasting impression. If you think your brand does not have a story, you may be wrong. Come to us – we’ll help you find it and tell it to your target audience!

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