From the course: Designing an Authentic Brand

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Find your focus

Find your focus

From the course: Designing an Authentic Brand

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Find your focus

- When positioning your brand, it is vital to know what your brand stands for and what market or markets it intends to exist in. Your brand can be specialized or more broad in nature. And that decision largely comes down to what you see as your business opportunity. Now, I'm not saying that you should try to be everything to everyone, that is never a good idea. What I'm talking about is the difference between being a very niche focused or more broadly focused brand. Either choice demands that your brand has focus. Let's look at the benefits to being niche focused or specialized. Marketing to your audience becomes easier. The market is very defined and the buyer personas are potentially easier to reach because you have such alignment with the market. Often you can spend less dollars on marketing because that market has some standard ways that communicates and connects. You can stand out as an expert. You can make…

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