Noah Cisneros

Are you speaking correctly to your audience?

I recently had an insightful conversation about the importance of creatively addressing the audience in a relatable way. It can be tempting to believe that all brand assets have to look exactly the same, for the marketing to be appropriately branded.

However, if the branding cannot be adaptable and adjustable to some degree to fit different market segments, then the brand either should not offer multiple product offerings or the branding needs to be adjusted to be more flexible.

For example, TAB provides products for consumers. Most of the products offered are commercial business solutions. Do the two products have the same market segment? No. Are both products offered by the same brand? Yes. Should the creative then speak and look the exact same way for both audiences?

In my opinion, absolutely not. I wanted TAB Spend to feel bright, youthful, and exciting since it is an innovative product. However, traditional business solutions like TAB Banks Business Banking Suite should feel more traditional and business-oriented.

TAB Spend

vs.

Business Banking Suite

Not all branded assets have to look the same to still remain branded. See example below (note, rates are not being promoted or offered on this post, this is purely educational so don’t be a dick about it):

Vs.

All marketing, including creative, must speak to the appropriate customer, at the right time, in the right place, and in the right way.

Disclaimer: I am an employee of TAB Bank. The postings on this site are my own and do not necessarily reflect the views of TAB Bank or other TAB Bank employees. No TAB Bank products, rates, or services are offered on this website or by me in any form at any time.