I recently returned from Tokyo.
And WOW.
What an incredible city. The people, the food, the technology, the energy. Japan exceeded my expectations in almost every possible way.
But as a marketing professional, there was something I couldn’t stop noticing.
The advertising.
It’s EVERYWHERE.
Digital screens in taxis. Animated displays in stores. Bright signs stacked on top of bright signs. Messages flashing, music playing, voices shouting and promotions coming at you from every direction.
And then there’s Don Quijote, better known as Donki.
If you’ve been, you know.
It’s an absolutely fascinating retail experience, but as a newly minted 50-year-old traveller, I was completely overstimulated.
I couldn’t tell you which advertisements I saw, what most of them were selling, or why I should care.
I just wanted to find somewhere quiet and have a sake.
And that got me thinking about something I tell my clients all the time.
Before you figure out WHERE to advertise, you need to know WHO you’re talking to.
Why Is It So Hard to Stand Out in a Crowded Market?
Businesses today have more advertising opportunities than ever before.
Google. Facebook. Instagram. TikTok. Radio. Email. Digital billboards. Search advertising. Video. Podcasts.
The list keeps growing.
And the temptation is to believe that if you’re not getting enough attention, you simply need to advertise in more places.
More impressions.
More content.
More money.
More noise.
But here’s the problem.
Being seen isn’t the same as being remembered. And being remembered isn’t necessarily the same as being chosen.
You can have the biggest advertising budget in your category and still struggle to connect with the people who are most likely to become your customers.
Because if your message doesn’t mean anything to them, it’s just another message.
And there’s already plenty of those.
What Makes Advertising Effective?
Effective advertising starts with understanding the people you’re trying to reach.
Not just their age, income, gender or postal code.
Those details can be useful, but they don’t tell you the whole story.
You need to understand what matters to them.
What frustrates them?
What problems are they trying to solve?
What makes them hesitate before buying?
What would make their lives easier, better or more enjoyable?
And perhaps most importantly, what would make them choose YOU instead of someone else?
When you understand those answers, your advertising becomes more relevant.
You stop talking about everything your business does and start talking about what your customer actually cares about.
That’s where the magic happens.
Know Your WHO Before Your WHERE
This is one of the most important principles behind my approach to brand strategy.
Business owners often come to me asking questions like:
“Should I be advertising on Instagram?”
“Do I need to be on TikTok?”
“Would Google Ads work for my business?”
“Should we be doing more video?”
And my answer is usually another question.
Who are we trying to reach?
Because until we know that, how can we possibly know where to reach them?
Let’s say you’re trying to attract homeowners who need emergency plumbing repairs.
Their priorities are probably pretty straightforward.
They want someone local.
Someone reliable.
Someone who answers the phone.
Someone who can solve the problem quickly without taking advantage of the situation.
Now compare that to a business selling premium home renovations.
That customer might spend months researching, comparing portfolios, reading reviews and deciding who they trust with a significant investment.
Both businesses might benefit from Google, social media or traditional advertising.
But their customers have different motivations, decision-making processes and expectations.
And their messaging should reflect that.
The right advertising channel matters. But the right message to the right person matters first.
How Do You Identify Your Ideal Customer?
Start by looking beyond who currently buys from you.
Ask yourself who you actually WANT to attract.
Not every customer is your dream customer.
And not every customer is equally valuable to your business.
Think about your best customers.
What do they have in common?
What problem brought them to you?
Why did they choose you?
What do they appreciate most about working with your business?
What do they tell their friends?
Then consider the customers you’d like more of.
Are they different from the people you’re attracting today?
Do they value different things?
Are you speaking to them in a way that makes sense?
You don’t need to build a complicated marketing persona with a fictional name, favourite coffee order and imaginary dog.
You need a meaningful understanding of the people your business is best positioned to serve.
That’s your WHO.
How Can Small Businesses Compete With Bigger Advertising Budgets?
By being more relevant.
A small business doesn’t necessarily need to outspend a larger competitor.
It needs to give the right customers a compelling reason to choose it.
That might be local expertise.
Exceptional customer service.
A unique experience.
Specialized knowledge.
A better understanding of a particular audience.
Or simply a brand personality that feels more genuine and memorable than everyone else’s.
When those differences are clear, they become the foundation of your messaging.
Instead of trying to be everything to everyone, you become something meaningful to someone.
And that’s a much stronger place to build a brand.
What Tokyo Reminded Me About Marketing
I want to be clear about something.
Tokyo’s advertising culture is fascinating, sophisticated and incredibly creative. What overwhelmed me as a visitor may work very differently for local shoppers who understand the language, culture and retail environment.
But that’s exactly the point.
I wasn’t necessarily the WHO.
And as a visitor who didn’t understand or connect with much of the messaging, I simply tuned it out.
It wasn’t a lack of advertising.
It was a lack of personal relevance.
That’s a valuable reminder for any business trying to stand out.
You don’t need to shout louder than everyone else.
You need to give the right people a reason to listen.
Frequently Asked Questions About Brand Strategy and Target Audiences
How can my business stand out in a crowded market?
Start by identifying your ideal customers, understanding their needs and clearly communicating what makes your business different. Consistent branding, relevant messaging and choosing advertising channels based on your audience can help your business become more recognizable and memorable.
Why is knowing your target audience important in marketing?
Understanding your target audience helps you create messages that address real customer needs, choose appropriate marketing channels and make more informed advertising decisions. It reduces the temptation to market to everyone with generic messaging.
Should I choose my advertising platforms before developing my brand strategy?
Generally, no. Understanding your customers, positioning and core message first gives you a stronger foundation for deciding where to advertise. Different platforms serve different audiences and stages of the buying process.
What is the difference between branding and advertising?
Branding defines how your business is positioned, what it stands for and why customers should choose it. Advertising communicates that message through channels such as radio, social media, Google, email and other media.
Can brand strategy help a small business with a limited marketing budget?
Yes. A clear brand strategy can help a small business prioritize its most valuable customers, develop more relevant messaging and focus its resources on marketing opportunities that make sense for its goals.
Before You Spend Another Dollar on Advertising…
Figure out your WHO.
Understand what matters to them.
Know why they should choose you.
Then decide what to say and where to say it.
That’s the thinking behind the Brand A.M.P. Strategy Sessions at Greenlight Creative Marketing. We dig into your ideal customers, what makes your business different and how to communicate that in a way that sounds like you and connects with the people who matter.
Because great marketing doesn’t start with a platform.
It starts with people.
And sometimes, it takes a very overstimulated 50-year-old wandering through Tokyo to remind you of that.
Oh, and Tokyo?
Absolutely AMAZING.
I’m already planning my next trip.
Greenlight Creative Marketing
angie@greenlightcreativemarketing.com
