Prioritizing & Targeting Audiences

In the world of business, having a clear brand strategy is essential for success. A well-defined brand strategy not only helps businesses communicate their unique value proposition but also guides them in targeting the right audience. In the second episode of The Vision Gap Show, we delved deeper into the intricacies of brand strategy, focusing specifically on identifying and targeting the right audience.

Understanding the Vision Gap and Brand Strategy

The Vision Gap concept revolves around the idea that while visionary leaders may have a clear vision for their organization, there are often gaps that prevent them from achieving breakthrough growth. Brand strategy plays a crucial role in bridging these gaps by identifying, defining, articulating, and communicating various elements of the vision. This includes understanding target audiences, value propositions, brand voice, positioning statements, key messages, and brand identity.

Narrowing Down Target Audiences

One of the fundamental aspects of brand strategy is identifying target audiences. While many businesses may be tempted to cast a wide net, targeting specific audience segments is essential for effective communication and resource allocation. However, narrowing down target audiences can be challenging, especially for startups or businesses with diverse offerings. To overcome this challenge, businesses need to prioritize their audience groups based on factors such as industry, department, persona, and region.

Evaluating Audiences: The Five Key Factors

Once target audience groups are identified, evaluating them becomes crucial for prioritization. Five key factors determine the suitability of an audience group:

  1. Opportunity: Assessing the size and growth potential of the audience.
  2. Demand: Gauging the audience’s interest and need for the offering.
  3. Competition: Understanding the level of competition within the target market.
  4. Experience: Evaluating the organization’s expertise and experience in serving the audience.
  5. Specialization: Determining the uniqueness of the organization’s offering for the audience.

By ranking audience groups based on these factors, businesses can prioritize their efforts and resources more effectively.

Mapping Industries and Identifying Bad Audiences

Mapping out different industries and audience groups allows businesses to visualize their prioritization strategy better. This visual representation helps in identifying high-priority industries with significant opportunities for growth. Additionally, businesses should also identify “bad audiences” – audience segments that are not suitable for their offerings. This ensures that resources are not wasted on pursuing unprofitable or incompatible markets.

Attack, Defend, Retreat: Prioritizing Audience Groups

Finally, businesses need to categorize their audience groups into three categories: Attack, Defend, and Retreat. Attack groups represent high-priority audiences that require maximum effort and resources. Defend groups require maintenance of current efforts, while Retreat groups involve reducing or reallocating resources away from unprofitable audiences.


Mastering brand strategy involves a comprehensive understanding of target audiences and effective prioritization of resources. By identifying the right audience groups, evaluating their suitability, and prioritizing efforts accordingly, businesses can maximize their chances of success in a competitive market landscape. The key lies in aligning every aspect of the organization with the overarching brand strategy, ensuring a unified approach towards achieving breakthrough growth.

Through careful planning, evaluation, and execution, businesses can bridge the vision gap and establish a strong brand presence that resonates with their target audience.