What's up brand builders! Stephen Houraghan here of BrandMasterAcademy.com and in
this video you're gonna learn what a target market is so you can find more of
the people that you want to help but more importantly more of the people that
need your services can find you.
now if you're new to the channel and you want actionable brand strategy tips and
techniques to help your business grow well then make sure you hit that subscribe
button and the notification bell and you will be well on your way now if you're building a brand
whether it's for yourself or for a client one of the very first steps that you will come
across is defining your target market but who exactly is your target market
well these are the group of people that are most likely to want or need the
services or the products that you have to offer and more importantly have the
money to pay for those services or products so essentially these people are
the people that are most likely to become your future customers now let me
give you a quick example of this now there was a show years ago you might
have heard of it called Sex in the City now this show had a massive female
viewership and they tended to be 25 to 35 year old single women who enjoyed
urban stylish living now this particular group of people was a perfect target
market for female fashion brands so fashion brands used to take the
opportunity to advertise during the ad breaks during the show because they
knew that their target market was watching that show now of course there
was a lot of people watching that show beyond just the 25 to 35 year old women
and you can these days get a lot more granular with targeting when it comes to
Facebook Ads etc but essentially your target market
is that group of people that are most likely to want or need your product or
service and have the money with which to buy it
so why do you need to define your target market well building a brand is all
about creating messages whether that's visual messages or verbal or written
messages and essentially the job of those messages
is to bring a group of people and the business together to make that business
more appealing to that group of people now if you know who your target
audience is well then you are far more likely to be able to create messages
that resonate with who they are there are so many marketing messages out there
in the marketplace and we dismiss 95% of them off the bat and if there are
marketing messages that are trying to get our attention that don't feel like
they're meant for us then they're never gonna hit home they're never gonna land
and we're never gonna give the attention that that marketing message is trying to
gain from us but if we see messages that really feel like they're talking to us
like they're talking to our problems our needs what we're going through the
journey that we're on then we're far more likely to take the time to turn our
attention towards them and if they really hit home if they really resonate
we'll feel like this brand understands us and if that's the case then that
brand has connected with us and we're far more likely to remember them now one
of the biggest mistakes I do see when it comes to defining a target market is to
categorise so an example of this would be businesses that categorise their
target market as broad categories so men in their 40s women in their 30s or small
businesses these aren't target markets these are just broad categories you have
so many people within that group of people that are not your target audience
so just picking a category or picking a large group of people is not narrowing
your focus it's not defining a target audience so that's one of the biggest
mistakes I see and you need to get a lot more granular when it comes to your
target audience successful men in their 30s who desire
status and take pride in their sense of style working mothers who value
nutrition but don't have the time to cook or micro or boutique breweries
selling craft beer these are all examples of target markets but even at
this level we still just categorised them we really need to get to know our
audience on an intimate level so even within this group of people how are they
feeling what are they going through on a day-to-day basis what challenges are
coming in front of them and how are they feeling about those challenges when we
understand all of this then we can tailor our messsaging
to resonate with who they are Marty Neumeier once famously said your brand is
not what you say it is it's what they say it is and essentially what he's
saying here is that your audience and your target market creates their own
perception of what your brand means to them now although you don't have any
control over their perception you certainly do have influence so you can
influence how they perceive your brand and that's exactly what your messaging
is all about so the more you know your target market the more you understand
them the more you're gonna be able to create messages that resonate with who
they are now this is just a quick overview of what a target market is and
I will produce more videos that will go into a lot more detail about how to
define your target market and the steps that you can take to define your target
market but the key takeaway of this video is this if you're building a brand
then it is nothing without your target market you need to know exactly who that
audience is and exactly what they're going through what their challenges are
and what they're feeling because it's through those feelings it's through
those challenges and it's through the journey that you're on that you can
create messaging that really resonates with who they are and if you resonate
with who they are they will see your brand above all the other brands in your
space because they will feel that you have understood them but I would really
love to hear from you so reach out in the comments below let me know your
challenges let me know your experiences when it comes to your target market if
you've got any questions at all let me know I'll do my best to answer all of
those questions if you want more videos like this if you want more exclusive
tips and techniques like this well then head on over to BrandMasterAcademy.com
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really helps the channel until next time please brand like a master and I will
see you in the next video!