I have a new found empathy for small businesses going through the branding or rebranding process and refining their target market strategy. I’ve always known it to be exciting, refreshing, and energizing, but also difficult. I had sympathy for clients while providing guidance and assuring them they were doing the right thing. After branding my own company, Spry Creative, and writing the website, I now have empathy. I fully understand how difficult decisions can be and found the hardest part isn’t what to keep, but what to let go. I plan to use this knowledge to improve my communications and better the customer experience for everyone I work with.


Although Spry Creative is new, I’ve been doing marketing and advertising for many years. One consistency in branding small business clients is they almost always struggle with the idea of focusing their efforts on a target market strategy or target audience because they fear excluding people outside that demographic. The problem is, when you don’t have a big budget like Target or Nike, if you try appealing to everyone, you’ll connect with no one. Well… you might connect with a few people. But the few people your message resonates with might not be your ideal customer. When you’ve identified your perfect customer and spend your budget and time on those people, your conversion rate and ROI (return on investment) is much higher.


With that rational reasoning supporting the effectiveness of target market strategy I’ve wondered why it’s such a struggle for entrepreneurs, until now. I am happy to do business with anyone whose values align with mine. Big, medium or small. Brewery, realtor or school. Any size, any industry. They all sound exciting to me and I don’t want to isolate myself from any of them. However, I realized if I branded myself as a general marketing and advertising agency, I would drown in the over saturated market of agencies. So I had to ask myself, “who’s my ideal client that will fulfill my intrinsic goals?”

My main business goal is to use my marketing, tech and people skills to help those who are making a positive impact on their community. So, I decided my ideal client is a small business owner because they pursue entrepreneurship to fulfill their own dreams, make an impact and they’re inherently involved in their community.

Therefore, I tailored my branding and messaging to small businesses. It was difficult not targeting everyone in the world, but I have to practice what I preach and I know it works. If you need help refining your target audience and marketing to the ideal client, don’t hesitate to reach out to us on our contact page, email [email protected] or call 435-962-1517. Leave a comment below with your questions or thoughts and we’ll be sure to respond.


By |2018-06-12T15:21:24-07:00April 2nd, 2018|Marketing|

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