Market Your Brand as a High School Student
For most marketing professionals there are a couple of concepts, such as brand identity, that are viewed as simplistic or second nature up until the very point where we have to explain to a client why connecting with one demographic will result in a higher return then marketing to the masses.
Clients often become so enthralled with reaching a mass audience that after several attempts, the brand becomes diluted. I refer to this as a "watered-down" brand. When a brand becomes watered-down it looses the ability to connect with the audience, which can be detrimental to the longevity of the brand. These attempts also cause a marketer to totally miss the target audience (unless, of course, you're marketing something essential like toilet paper or #2 pencils).
I have found that the best way of breaking down the concept of brand identity is to outline each brand or product as a high school student.
Start by asking a couple of simple questions...
Who does this brand/product hang out with (which clique does it identify with)?
What does it like to do in it's spare time (sports, arts)?
How does it dress?
Does it belong to any clubs/organizations?
Does it have any rivals?
What does it have for lunch?
Where does it sit for lunch?
Create an identity for the brand and use that identity as a way to communicate and connect with your target audience. Have fun with this. Some people have gone as far as sketching an image of what the brand would look like as a high school student. Use this information as a reference when reaching out for partnerships, sponsorships, and marketing outlets. Use it as a guide to identify what marketing outlets to use, when the best times to market are, and even best verbiage to get your message across.
College Humor published an article useful in identifying trending practices for various demographics via social media. http://www.collegehumor.com/post/6389148/a-guide-to-lunchtime-social-groups-through-life
