#1 Identify the audience you want
It sounds obvious, but this step is often overlooked. Identifying your audience is one of the first things every company needs to do. While it’s tempting to try and appeal to EVERYONE, this is impractical. Appealing to everyone will only make your brand boring and vanilla. Instead, it is much better to choose your audience and only try to appeal to them. If you get your communications right, you will have much more success working with a smaller, dedicated audience that’s bought into your brand than a large audience that doesn’t really care about you.
It’s also important to be aspirational. Maybe the audience you have isn’t the audience you really want. You can get the right audience if you communicate with them in the right way - but if you continue to communicate as you do, you will always have the same audience, and maybe that’s not right for your brand.