What is really important when it comes to branding and marketing?

“You cannot be everything to everyone. If you decide to go north, you cannot go south at the same time”

– Jeroen the Flander

One important aspect when it comes to branding and marketing is knowing who you are talking to. I don’t mean to define your target audience as Gen X, Millennials, and Gen Zs — that is too broad, because within those age brackets you have different people with different interests, media habits, hobbies, genders, food preferences, geographic locations, psychographic behaviours, and more. These individuals are people, and you have to be specific about what promise you offer and that the promise is relevant to the right people.

One key inside they can offer, once you’re defined your audience is to remember it is not about you and how you feel about your company, product or services, but it’s about them and how they feel — and if you manage to be reliable (consistently showing up) and you delight them with your message, your narrative or let’s just call it for what it is — stories, then my friend, you are on the right track.

You see, if you’ve figured out who the individuals are that truly care about your company products or services, well then you found your tribe, and if you deliver on your promise, and you delete them, your tribe will grow — so 50 will become 100, which will become 200, 400, 800, 1600, and so on — it will continue to grow as long as you show up and provide value.