More often than not, speaking to your target customer is more than what vocabulary and lingo they used. Instead, it’s more on what emotions are present when your customers talk about a topic. Your brand has to be relatable to customers. How they feel about your brand should be the same as how they feel about your message.
Take the example of any organic food brand you’ve seen, such as Signature Market and Organicule. How do they describe their food products? What benefits are highlighted? Customers who consume organic food are often health-conscious and/or environment-conscious, so the brands’ value propositions usually revolve around health benefits or non-GMO attributes.
Therefore, by knowing who your customers are, you can identify the right personality and language to reach out to them, thus being more relatable and likeable.
IKEA provides a great example of selling things people want. As an established brand, IKEA has defined segments of their target customers that caters to various customer life-cycles, from young couples in their first apartment, small families, large families with older kids, to retirees.
The brand has a whole designing team of artists and architects dedicated to developing homeware and furniture that help customers in their daily lives. From sophisticated wardrobes with three sliding doors to a simple glass bottle with a stopper, IKEA’s products are made to ease their customers’ lives.
Adidas has a strong customer base that helps them stay competitive against Nike and Puma. The brand differentiates itself by selling to football players and enthusiasts. Among their branding strategies include sponsoring football events such as the FIFA World Cup and the Euro Cup, as well as sponsoring many football athletes like Lionel Messi. This move establishes Adidas as a relevant brand for sports, and especially in football.
Mistakes do happen, even for top brands. Snapchat, once a famous messaging platform, had an app redesign earlier this year. It didn’t go very well. Users disliked the new interface, which they found confusing and disorienting. The app’s active users plummeted as people switched to an obvious alternative; Instagram Stories, which in contrast, knew how to market to end users and businesses.
Despite Snapchat getting the first-mover advantage in the multimedia-sharing innovation, Instagram is the current chart-topper. This is thanks to Instagram’s deep understanding of how people use their Stories feature. They also made it better and easier for people to check and navigate their posts back and forth. While Instagram milks their new success, Snapchat is scrambling to cover losses and a shrinking number of users.
Larger companies can also benefit with a segmented or niche target customers and be innovative. That’s how the team at Jardin Craft brands themselves. They target homeowners who want a fuss-free way to liven up their space with plants and flowers. It is why the brand showcases their pots in unusual environments and combinations.