I recently heard an example of great branding on the radio. It was for a local auto repair shop that specializes in repairing European motors. The announcer got on and pointed out how they were different from their competitors who had lower prices, but less experienced technicians and also from their competitors who offered fancy chairs and lattes while you wait, but who had prices to match these extra luxuries. Their niche was a fair price and a good job for the regular guy.
You may think that everyone thinks of themselves as the regular guy, but that’s not true. I for one would be willing to spend a little extra money to sit in a nice clean room, with a comfortable chair sipping a frothy drink while someone worked on my car. And there are people who always want or need the lowest possible price. What this auto shop did so well was effectively target their ideal client. They did not try to appeal to each end of the spectrum and everything in between. As a result, they did not waste time and money reaching out to the wrong audience.
How about you? Do you know who your ideal client is? Do you know what their likes and dislikes are? Do you know what separates them from other groups or types? Do you know how to effectively communicate your message so it compels your ideal client to action? If you don’t, you are probably not being as effective as you could be with your marketing. It takes time and thought to get clear on your ideal client, but any time spent up front is well worth the effort.
Great brands make a habit of excluding some groups of people in order to provide the best, most customized services and products to their target audience. It may feel strange to you to leave some people behind, but just remember there will always be someone else out there catering to the needs and wants of your rejected demographic. When you focus your message on those you best serve, you get more ideal clients and your clients get more of what they are looking for with greater ease and satisfaction. It’s a win-win situation. So next time you start a marketing campaign think carefully about who your ideal client is and start speaking their language.
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