Part of Brand Strategy (The Heart) | Audience
A clear definition of the specific group, or groups, your company (or each of your brands if necessary) has chosen to create value for. This focus shapes everything from your product or service through to your communication.
Your total market is not your target audience. If you do not make deliberate choices about who you are focused on, effort spreads thin and value weakens. Clear audience focus concentrates investment, sharpens value propositions, and prevents you from trying to serve everyone at once.
Related terms: Customer Funnel / Loop, Journey Map(s), Brand Value Proposition
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