The very first step in any rebrand should always be to re-evaluate your target audience. Depending on how your industry has changed over the years, the way your business operates as well as who your ideal customer is may have changed as well. Don’t worry about starting from scratch because you probably have the information right at your fingertips. It’s all just a matter of taking another look at the facts.
Decide Who Your Product or Service Helps Today
Even if your core offering hasn’t changed, your target audience definitely has. A 10-year-old office furniture company may still provide chairs and desks, but the needs of today’s working spaces are now vastly different. As you begin the rebrand process, you’ll need a realistic picture of who has the potential to purchase your product or service. If that same office furniture company opened its doors marketing to open layout office spaces in the Loop, it’s time to adjust the focus.
Make a List of Your Favorite Past Clients or Customers
Think back over your years in business, and write down your best customer-centered experiences. This could be a short transaction that went better than expected or even a long-term partnership that helped define who you are as a company. Are there any similarities in the clients that were involved in these situations? This may just be the type of client you want to target in the long term.
Create a Complete Audience Profile
As you’re imagining your new target audience, really get into who they are and what makes them tick. What’s their story? How old are they? Are they tech-savvy? Where do they get their news? What makes them happy? Answering these questions now will shape your entire marketing plan later. You’ll be able to speak to your target audience in their language and through their preferred medium.
Don’t be afraid that pinpointing your audience will pigeonhole you into marketing ONLY to that group. Just because you choose an ideal client doesn’t mean you can’t work with anyone else. This is merely a jumping off point to help give direction to your rebrand.