Aim Smarter: How to Set Strategic Brand Targets

Part 6 of the Do More Good Summer Series

You Can’t Reach Everyone. Nor Should You Try.

One of the most common mistakes I see organizations make is trying to appeal to everyone. Their mission is broad, their message is safe, and their impact? Often limited.

Here’s the truth: broad is not better

The most effective brands aim smarter. They focus their message and marketing on the people most likely to care, engage, and act.

In order to set the right targets, you need to:

• Understand who your core audience is (and isn’t)
• Use data to segment, filter and prioritize
• Identify which segments are most likely to care, act, and advocate

Precision Isn’t Limiting—It’s Liberating.

When you stop chasing everyone, and hone in on your target, your brand gains focus.
Your team works with more intention.
Your messaging gets tighter, more relevant, and more effective.

Once your target is identified, start by asking:

• What do they value, believe, and want?
• Are we speaking directly to that group—or watering it down?
• How can we communicate our mission in language that resonates with their motivations?

Because growth doesn’t come from being everywhere. It comes from showing up in the right places, with the right message, for the right people.

Learn more from my book Do More Good.