“Are you building a brand or just building a name?”

A brand has focus, definition and a target audience. If you are building a name without knowing what it stands for, how can others successfully refer to you. “Oh yeah, that’s Debbie, she does a bunch of stuff, not sure what, but I see her name everywhere.”

Thanks for the reminder, Chris, that although we can go in a bunch of different directions, it is only by choosing one path that we actually get anywhere.

With laser focus, I sign this comment from

Deborah, Web Writer

Your post is short and to the point.

Many small business owners fail to target a market. They attempt to sell to everybody and fail to appeal to anybody.

Until business owners identify a target market, they’re operating blind. It’s like they’re playing pin-the-tail-on-the-donkey. The stumble around, not knowing which direction to take and have difficulty making the connecting with the people most likely to buy their products or services.

Once business owners identify a target market, preferably with demographics, market segmentation can reveal a wealth of psychographic and behavioral characteristics to determine the best messages, media, marketing methods and measurement goals.

Market segmentation aids business owners in determining their best target markets and learning about that markets members so that the owners can discover the best appeals to market to them and the best way to build mutually beneficial relationships.