From the course: Agile Rebranding
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Define ideal target audience
- When you're working on a rebrand, it can feel like a fresh start. Your leadership team agreed to invest in refreshing the brand, which is exciting, but daunting at the same time. You can make changes. So what changes should you make? How do you prioritize? Where should you start? One way to narrow down your focus is to go back to basics. Who is your brand for? You could narrow down your focus by thinking about what I call the concentric circles of customers. In the center of the bullseye are your core customers. These are people who are diehard fans, who completely get it. They're excited that you exist. Start by marketing to them and then expand outwards. This is especially valuable if you have limited resources and bandwidth for your rebrand. You might want to be the default choice, but you can't get to everyone in a single leap. The image of concentric circles tricks your brain into allowing you to target…
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