Our product is amazing—we just need more people to see it. Sound familiar? It’s one of the biggest issues for businesses, and is rooted in a poor marketing foundation. The truth is, even the best products fall flat if you don’t understand who you’re building for and what problem you’re solving. Otherwise, you’re just yelling into the void—and the void is noisy.

That’s why knowing your audience isn’t a nice-to-have; it’s the foundation of every strong marketing strategy. Without it, everything else—your brand story, campaigns, content, even ad spend—rests on shaky ground. Let’s dig into why it matters so much, where businesses often stumble, and how you can set yourself up for success.

Brands Are Built Over Years, So Why Do We Manage Them Over Quarters?

We can’t take credit for this very poignant question. That one goes to the big brains Leonard Lodish and Carl Mela over at Harvard Business Review, but I can repeat it - because it’s a question worth asking and one that comes up time and time again (most recently in the AMI article below - definitely worth a read).

We marketers love a refresh. A rebrand. A bold new campaign. But here’s the reality:

Consistent brands are stronger brands.