Choosing Your Brand Direction

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Have you ever wondered what makes a brand successful? Is it just about being memorable or is there something more? In this episode, we’ll explore the importance of developing a clear brand direction based on identifying a problem to solve for a specific target market. Igor will share his insights on breaking your audience up into specific categories, understanding the needs and wants of a target audience, and the impact of messaging on the success of a brand. Join us as we dive into the world of branding and discover the key factors that can make or break a brand’s success.

[00:00] King Charles III Introduces The Show:

[00:11] In this episode, Igor shares his tips on how to identify your brand direction. Contrary to common belief, it’s not just about being memorable in the minds of your audience. Igor believes a strong brand should focus on the problem it solves and the market it serves.

[01:58] Tips For Identifying And Targeting Your Market:

  • The success of a brand depends on the problem it solves and the people it appeals to.
  • Igor gives an example of a program called Voice That Makes Millions, which was originally designed to help people sound more confident in social scenarios and job interviews.
  • This was a great product but lacked a specific market for it.
  • After Igor partnered with the influencer behind this product, they focused on targeting.
  • Choosing a specific direction for a brand is key: in this example, it was targeting people who want to make money with their voice.
  • This small change attracted a couple of hundred new customers in no time.

[03:23] Segmenting your audience into categories:

  • Another important aspect of marketing is breaking people up into buckets based on gender, ethnicity, and location.
  • This helps in targeting the right audience and getting market share. 
  • No matter what politically correct people want to claim these days, gender and ethnicity matter in marketing. For example, a brand targeting stay-at-home moms would have a different approach than a brand targeting working women.

[04:34] Don’t appeal to everyone:

  • Understanding the specific needs and wants of your own target market is crucial to the success of your brand. 
  • A brand should not try to appeal to everyone, but instead focus on a specific group.

[05:07] The importance of messaging:

  • A clear and concise message is crucial in getting the attention of the target market.
  • Always adapt your messaging to the current market situation.
  • Online events and webinars are a great way to reach a wider, specific audience and can be used to build brand awareness.

[08:04] Igor’s Book On Email Marketing:



Igor Kheifets is an amazon best-selling author of the List Building Lifestyle: Confessions of an Email Millionaire.

He’s also the host of List Building Lifestyle, the podcast for anyone who wants to make more money and have more freedom by leveraging the power of an email list

He’s widely referred to as the go-to authority on building large responsive email lists in record time.

Igor’s passionate about showing people how to live the List Building Lifestyle.