There�s one more plank in the branding platform I haven�t mentioned before that�s
really important to a successful brand. It�s the human side of the equation.
It�s defining the market segments you will serve. But not just defining them: understanding what motivates the members of those segments as well.
The platform is a good place to set down on paper market needs, desires and triggers. And if different market segments have different needs and triggers, be sure to identify those differences.
It may be that market research will be required, or you may have already performed this function while conceptualizing the business or product. Just be sure you�re appealing to the segments with meaningful and compelling messaging. Continue reading Branding for Bucks: the human side of branding →