Brand strategy should speak to all targets. And, in a perfect world, all people. Once we segregate a target and prioritize sub-targets (for maximization) we are moving beyond branding. Segmentation goes counter to brand craft. Segmentation is an important function but it’s a marketing function.
Let’s start at the beginning. When creating a brand strategy, the planner wants to look at all targets that come in contact with the brand. As an example, let’s look at a recent What’s The Idea? engagement for a math tutoring company. The most important target was the parent. The payor. Another important target was anyone who might recommend a tutor, such as a teacher or friend in academia. The tutee (Is that a word?) AKA the student, is also important. And, of course, prospective math tutor employees are important. All these targets have different motivations and care-abouts, albeit math improvement is an ultimate goal.
To make it more complicated, it’s possible to further parse the parent target. That is, are they up-scale moms and dads? Price-conscious? Professional or blue collar? Is the tutoring remedial or preparatory, for say college testing? All of these things must be factored in. But for proper brand strategy, with everything factored in, the value prop/brand claim must appeal to all. Everyone must be treated as a prospect. A news reporter, without kids, might break a huge story on your brand, while never being part of the target.
Brand strategy isn’t code, it should speak to everyone.