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Laying the Groundwork: How CEOs Can Define Their Brand and Target Audience

Introduction: As a CEO, your marketing strategy plays a crucial role in your company's growth and success. Before diving into marketing tactics and channels, it's essential to build a solid foundation by defining your brand and target audience.

In this first installment of our Comprehensive Marketing Strategy Guide for CEOs, we'll explore actionable steps for developing a strong brand identity and identifying your ideal customers.

1. Creating a Cohesive Brand Identity

  • Defining your brand's vision, mission, and values

  • Developing a unique brand personality and voice

  • Keeping your messaging simple and to the point

  • A strong product strategy and roadmap that adheres to the same brand identity

  • Crafting a compelling visual identity including a color palette that is accessible

  • Defining a brand guideline that has components that play to our human senses: sight, sound, smell, even taste.

An example of this in the b2b world would be lavender. They have established themselves with a clear message, a personality that resonates with people on social, and a great product that delivers value to many.

If you are looking for one or two examples in the DTC world there are plenty but here are some newer ones: Liquid Death (doubling down on their niche persona of punk rock and heavy metal to sell water to them), Aviator Nation (focusing on the celebrity aspect of community and the scarcity tactic of supply and demand only releasing a set amount of new clothing lines), and of course the more common ones: Nike, Disney, Coca Cola, Tesla, Amazon, and apple.

2. Identifying Your Target Audience

  • Conducting market research and analysis

  • Segmenting your audience based on demographics, psychographics, and behavioral factors

  • Creating detailed buyer personas

  • Narrowing your focus to be on a niche for your ICP

  • Focusing on TRM (Total Relevant Market) and not TAM (Total Addressible Market)

3. Consistency

  • Do not overlook this! It matters how consistent you are with your messaging, look and feel, colors, etc. This is what helps us humans relate and remember you

  • Social media: create your voice and persona and stay with it

4. Brand Moments in the Journey

  • This is where the 5 senses come in. Using the sense of smell when they open your package or gift and it being consistent every time. Or how about every time they see your logo animate they hear an earcon that represents your brand, the identity of your sound imprint. think of Disney+, Netflix, AT&T, Verizon Wireless, etc. They all have recognizable ear cons.

  • Using your personality with your brand in every interaction. If you are edgy consider being edgy with your chatbots, voice ai, your service and support. Have your brand be felt with ever interaction

What does this look like? Well I provide some real-life examples below:


Liquid Death.

Remaining edgy and different. Including down to the name of each flavored water product. They knew they couldn't be everything to everyone but they stayed true to their audience and now is one of the fastest growing brands in the DTC world. Their social following is insane and they give you viral moments that now span across more than just their ICP focus.


Glossier, a beauty and skincare brand, has done an exceptional job of identifying and catering to its target audience: modern, beauty-conscious individuals who value simplicity and authenticity. Glossier's marketing strategy focuses on building a community through user-generated content, relatable influencers, and engaging social media content. This approach has resonated strongly with their audience, fueling the brand's rapid growth and success.


Peloton has revolutionized the home fitness industry by tapping into a specific target audience: fitness enthusiasts who value convenience, motivation, and a sense of community. The brand's innovative home workout equipment, combined with its live and on-demand classes led by charismatic instructors, has attracted a loyal following. Peloton's understanding of its audience's needs has allowed it to create a unique fitness experience that sets it apart from competitors. it's no secret peloton's success was their identity with community driven fitness. read more about their story here.

Dollar Shave Club

Dollar Shave Club disrupted the men's grooming market by identifying a target audience of cost-conscious consumers who were tired of overpaying for razors. The brand's subscription model, humorous marketing campaigns, and focus on convenience resonated with this audience, allowing it to carve out a significant market share in a competitive industry. Go read this story it will blow your mind how they started


Spotify has become a leader in the music streaming industry by understanding its target audience's desire for personalized and diverse music experiences. The platform's algorithm-driven playlists, curated content, and user-friendly interface have attracted millions of users who appreciate the seamless and customized music streaming experience Spotify provides.

you can read more about what they did with their breakroom idea for their brand here.



Slack, a business communication platform, has done an excellent job of identifying its target audience: companies and teams looking for efficient and seamless communication tools. The brand's focus on providing a user-friendly interface, robust integration capabilities, and superior functionality has made it a go-to choice for businesses of all sizes, from startups to large enterprises.


HubSpot, a provider of inbound marketing, sales, and customer service software, has successfully targeted small to medium-sized businesses looking to streamline their marketing and sales efforts. The company offers an all-in-one platform that helps businesses attract, engage, and delight customers, enabling them to grow better. HubSpot's content marketing strategy, which includes educational resources, blog posts, and webinars, has been instrumental in attracting its target audience and establishing the brand as a thought leader in the industry.

They might be the single greatest source of all facets of marketing that exists on the internet with their constant ability to create templates, tutorials, benchmarking, etc.

Conclusion: To stand out and make real noise with your brand you need to lean into your identity and stick with it. yes, there is risk, take it! Spend time with customers to help your brand identity develop and listen to them closely on what they think of it.

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