Defining all aspects of your primary target audience is a critical step in creating effective marketing campaigns. Your primary target audience includes everything from demographics, geographics, super cultures, subcultures, needs, behaviors, mindset (psychographics), lifestyle, and more. In this video, you’ll learn the necessary steps in defining a primary target audience that is right for your company.

Your brand is a living breathing organism that has the same distinct personality characteristics as you and me. Brand personality characteristics are the manifestations of the core values and essence (feeling and quality) behind your brand. It affects the tone of voice in your copy. It provides a set of rules and limits for how you communicate with your target audience. A strongly defined brand personality will help you capture and keep the attention of your target audience so you keep them engaged and interested throughout all the experiences (e.g. website, ads, social media posts, etc.) with your company. In this video, you’ll learn how to shape your own brand personality characteristics and create remarkable experiences for your prospects and customers.

Your brand essence is how your brand makes people feel. It’s the fundamental quality or nature of your brand summed up in one or two words. Understanding how people in your target audience want to feel is the reason why they will choose your company and continue to buy from you. In this video, you’ll learn the steps to create your brand essence that resonates with your target audience and propels them to engage with your brand.

Your brand value proposition is a mix of tangible and intangible benefits that your company provides to your target audience. In order to develop a strong value proposition, you need to understand what the market demands and how your competition is positioning themselves in the market so you can develop a stronger position and win throughout all marketing channels. In this video, you’ll learn all the steps necessary to develop a value proposition that will crush your competition and grow your company.

Your brand core values represent everything your company believes in. It’s an emotional connection between you and your audience. Trust is built when your brand values align with the values of your audience. Value alignment is also the reason when your customers choose to do business with you. In this video, you’ll learn the process of developing your own brand core values.