1. Course Focus
- Build a brand strategy for your organisation.
- Strategy includes: Target Audience, Promise, Benefits, and Personality.
- This strategy guides visuals, messaging, and communications decisions.
2. Target Audience Defined
- Audience: anyone exposed to your communication.
- Target audience: a specific segment most likely to benefit from your organisation.
- Example: Billboard → all drivers = audience, but ad is designed for a select group = target audience.
3. Importance of Narrowing Audience
- Smaller focus = clearer communication & stronger mission impact.
- Not exclusion, but better service to those most in need.
- Without focus, communication feels generic, impersonal, and harder to find.
4. Practical Impact
- Helps decide:
- Traditional vs. modern visuals.
- Messaging style.
- Channels (Instagram, email, video, etc.).
- Trying to reach everyone = reaching no one well.
5. Example: Renew Ministries
- Mission: serve under-resourced families in SE Asia through medical clinics.
- Target audience: pregnant & postpartum mothers in SE Asia (for maternal care clinic).
- Not targeting: young men or unrelated communities (e.g., in North America).
- Messaging should focus on drawing mothers, while still being visible to others.
6. Key Takeaway
- Defining your target audience personalises communication.
- Ensures your identity reaches those most likely to benefit.
- Next step: identify your organisation’s target audience.