target consumer

Strategies and Tactics for Understanding Your Target Customer

When developing a brand or marketing a product or service, identifying your target community is only the first part of the process. Now you need to learn the target customer and what makes them tick—their needs, desires, fears, motivations, and so on—so you can begin to understand how your brand fits into their larger picture.…

Authentic Messaging in Branding

How People Can Tell Whether Your Brand’s Message Is Authentic

Authenticity means erasing the gap between what you firmly believe inside and what you reveal to the outside world. —Adam Grant A few years ago, if you described something as “slick,” it was a compliment. It meant that something was polished and terrifically produced. But nowadays, “slick” is increasingly used as a criticism. It’s a…

Building a Tribe Devoted to Your Brand: Why It’s Essential to Cut through the Clutter along with a Guide to Get Started

Every human being has to feel part of a tribe. It’s programmed into us. And you have to feel that you’re contributing to something. ­­                                    —Steven Hatfill, Scientist   Only 38% percent of customers are truly devoted to a brand. But these core customers are gold. They will go out of their way to get…