When building business images and identities, owners need to make sure they are targeting the right people for their customer base. Unfortunately, we have no encyclopedia for business that details the process that you need to follow. But there are a few things that you can keep in mind.
Whether you have one single product or an array of products and services, you must group your customers accordingly. In other words, your target should be segmented. There may be several criteria that you could base these groups on. For example, one of your products would catch the eyes of the twenty-year-old, while another product may be of interest to the older age group. This means you would have to market according to age. So, when you are merchandising your products, you need to focus on both age groups separately. If you don’t do that, your entrepreneurship efforts may all go in vain.
Even in the branding process, you should take care that you are careful to include all groups of customers. Make sure that you conduct your research properly. Plan out what kind of customers you are looking to gain. On the one hand, you could present a modern image of your business in order to appeal to the younger audience. On the other, you may feel that it is necessary to include the older people as well. Start separate campaigns for both. Age is not the only criterion. Sometimes you may have to focus on all genders separately.
If you have only one product or service to market, you need to be even more careful. You don’t want the branding and advertising to go wrong, otherwise, total sales will plummet very quickly. For entrepreneurship, you already have limited resources available. If you target the wrong audience, it is going to waste your vital resources, most importantly, your money and your time.
The segmentation is not the only important factor at play here. Timing is also of equal importance for successful branding and merchandising. Keep in touch with the latest trends and events, possibly on a personal level to your customers.
All in all, you need to build a holistic business model if you want to appeal to the right customers at the right time. Competition is already very tough in the corporate world. You cannot afford to make mistakes in the critical stages of business. Otherwise, you will quickly lose even your loyal customers to your competitors.
— Dan Harley (@MojaveDan) 19 de junio de 2017