The Emotional Connection Between the Target Market and Brand - Essay Example

The target consumer being moms makes a sense, as they are the decision makers of what their child will eat. They establish relationships with kids by getting the brand name in their vocabulary, and by simultaneously establishing trust with parents. The Internet provides a wealth of new opportunities for solidifying those bonds. Successful brands define their target market and don’t worry about estranging folks outside of that market. Many businesses fail because they try to capture everything and every market.

Once a target market is identified, the key is to focus on reaching those markets and try not to worry about who you might be missing. The more important aspect is to focus on improving service to your primary customer base. In the long run that is what will make a company successful. After establishing what your message is and whom you are targeting, the brand owner should use all communication from napkins and uniforms to signage and employee conduct to reinforce that connection. The idea is to get the communication going and way it is been established.

It can be a TV, Internet, magazine or hoardings, etc. No matter what medium is in use, the main focus should be on the way it is being done and getting the message straight. Successful brands are always serving, learning and caring about their customers; these companies realize that their business and their brands will die if they take their customers for granted or confuse them with conflicting messages. Your message must be credible, unique, and relevant to the needs of your target customer.

Your message will be a combination of direct (tag lines, copy, special offers, etc) and indirect (style, brand, images, relational, ease of call-to-action, uniqueness, clarity, etc.) You must best present your message according to the information and marketing preferences of your most profitable target audience.