You cannot be all things to everyone

Being all things to everyone means you are nothing to no-one. Avoid death in the middle and really connect with your consumer. Hear 2 real-time examples from global brands that ensure, even with a global following, that they don’t fall into the all things to everyone trap.

TRANSCRIPT – BRANDING BEFORE BREAKFAST EP84

Good morning. So today I would like to talk to you about getting really pointy on who your consumer is. Now you’ll know if you watch these Branding Before Breakfast regularly that we really care about making a very deep connection with your most desired consumer. And in order to do that, you can’t be all things to everyone. There is a reason that we have the saying “death in the middle.” It just doesn’t work. So today, I thought it might be useful to give you two examples of brands that are really segmenting themselves because, of course, as a brand grows, so does your community. And you need to make sure that you’re still keeping that essential connection with them.

So, let’s talk about Nike first. Nike, obviously revered around the world and huge fans. And what they started doing is they actually now run over 20 social media groups specific to the tastes of those consumers. They want their most desired consumers to know, we understand you, we get what you’re passionate about and we’re going to talk to you about it, and we’re going to engage with you. And so those different 20 social media platform, allow them to really get into that niche content.

Another great example is Lululemon. It started out as yoga wear but has expanded, and so too has its target audience. So what they now do is they have hubs for yoga, meditation, training and running. Again, they’re making themselves really specific to what that audience really care about. They’re taking themselves beyond just product. And they’re providing content that engages – things that are going to enrich their consumers every day and make their consumers know that they really understand them.

So today, I challenge you to have a think about who your most desired consumer is. Perhaps you do have sub segments and have reached that size now. Are you really giving them what they need? Are you being hyper relevant to their interests and desires and why they first tapped into your brand in the first place? Okay, that’s it from me. Time for brekkie.

Jo Gossage

Written by: Jo Gossage
Published: August 25, 2021

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