One brand. Multiple audiences. How to get your messaging right.
Kaysha Davies
Contents
Your business has three different target audiences.
Brilliant.
So that's three different brands you need to create, right?
Not quite.
One of the biggest challenges for businesses serving multiple audiences is communicating relevant messages without losing their identity.
Because speaking to everyone in exactly the same way doesn't always work.
But neither does looking like a completely different company every time somebody visits another page of your website.
Your audiences don't all want the same thing.
Imagine a business that works with both individual consumers and large corporate clients.
The service might be similar, but the reasons for choosing it could be completely different.
One audience might care about convenience and affordability. Another might prioritise efficiency, commercial performance and long-term value.
If your messaging focuses on just one set of priorities, you risk missing the other audience entirely.
That's why audience segmentation matters.
It helps businesses understand the different needs, motivations and decision-making processes of the people they're trying to reach.
And those insights should shape how you communicate.
Same business. Different conversations.
Here's where people often get confused.
Adapting your messaging doesn't mean changing your entire brand identity. Your values, personality, positioning and visual identity should still feel connected.
What changes is the emphasis.
You might use different examples, highlight different benefits or adjust the level of detail depending on the audience.
Think of it like having a conversation.
You wouldn't explain something to a first-time customer in exactly the same way you'd explain it to an industry expert.
But you'd still be yourself. Your brand should work the same way.
Take our work with Found.
When Found came to us, they had a vision for a new residential lifestyle operator. But no name, brand identity or established positioning.
And there was another challenge.
They needed to connect with several very different audiences.
👉Residents looking for somewhere to live.
👉Landlords and investors interested in property performance.
👉And the wider public engaging with their neighbourhoods and commercial spaces.
Three audiences. Three different sets of priorities.
We developed the brand from the ground up, starting with its proposition, audience research and brand DNA.
From there, we created an identity designed to feel recognisable and relevant across different communications.
The project later developed into a wider marketing relationship, including social media, website design, activations and neighbourhood marketing.
All different applications.
One recognisable brand.
Get your foundations right first.
If your business serves multiple audiences, start by identifying what connects them.
What's the overall brand promise?
What do you stand for?
What makes your business different?
Then explore what each audience needs from you.
That should inform your website structure, content strategy, campaigns and customer communications.
You can create targeted messages without rebuilding the brand every time.
Don't try to say everything to everyone.
Trying to appeal to everybody with one generic message usually means not saying anything particularly meaningful to anyone.
But having multiple audiences doesn't mean your brand needs an identity crisis either.
The strongest brands understand what should stay consistent and what needs to adapt.
One clear identity. Different messages. The right people.
At co&co, we develop brands and marketing strategies that connect with the audiences businesses actually need to reach.
Struggling to get your message across?
Speak to Jordan today
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