How to successfully position your brand: By getting intimate with your audience

Politically correct is incorrect

You know why the whole world despises politicians? Because politicians are constantly trying to appeal to the whole world. You know what we tell our clients? Don't build a brand that's a politician.

Stand for something

If you want to become a brand people love, you also have to become a brand people don't. Trying to please the whole world with your advertising likely means there's nothing emotional, visceral or engaging about your marketing. And that's the very reason there are so many forgettable campaigns and brands strung out across the globe.

Really know your customer

Start with a two–column list. In column one, define the exact person you want to target. If you don't truly know who they are – inside and out – get your hands dirty. Interview them. Hang out with them. Go where they go. Do what they do. And get to know those buying your products as well as they know you. Now, in the second column of your list, define the person you care nothing about capturing.

What you've done is drawn a very important line in the sand. Congrats. At this moment, let's both agree that as long as column one loves what you do in the advertising your agency develops, you're okay turning off or even alienating those in column two.

In fact, creating branded content that turns people off who are outside your brand circle, will often work to further endear those who are already close to your brand. Plus, it requires the fence sitters to commit to your side or the other.

In the end, you get the loyalists and the brand ambassadors (who will spread the good word about your company) standing firmly behind you for a bright future. Now, let's go create some free–from–politics advertising people actually care about. Drop me a line if you'd like to hear about our capabilities kreedy@leereedy.com.