Every company, non-profit, and individual has a core target market. In a recent op-ed for The Washington Post, Proven Media Solutions founder Dustin Siggins used Virginia’s statewide political races to show how leaders can expand their brand to new markets without losing their core backers.
Using the issue of “cancel culture,” which is used by activists on all sides to stifle free speech, Siggins urged candidates to honor their promises to represent the entire state, not just their core supporters, by confirming that they would protect freedom of expression. With few issues gaining significant bipartisan support, Dustin showed how candidates could actually hold to their statements to represent all of their constituents by making this commitment. In doing so, they could get the attention of voters who might not have otherwise considered them without losing their core “brand” voice.
Businesses should use this same process to reach core, tangential, and new target markets while keeping their messaging consistent. Read the full article here.