Brand Positioning

Brand Positioning

It’s very tempting to take an ‘our brand is for everyone’ approach. After all, more consumers mean more sales right?

Well, sadly no.

If you take a step back and look through a consumer’s eyes, what they want is to buy things from brands that fulfil very specific wants and needs.

When your audience bracket is too wide and open, the purpose your brand serves becomes less defined and more confusing, and in an attempt to appeal to everyone, you loose your appeal entirely.

Breaking your audience down into specific consumer groups helps focus-in on their need states and by giving them a face and a name they become more than just data, they become real people.

You can start to get into their mindsets, predict how they would react or respond and build your brand positioning with real consumers in mind.

Ultimately narrowing your audience in order to increase your brands relevance and appeal.