Best Practice: Branding to generations requires an individualized strategy based on their age buying patterns, lifestyles and attitudes.
Today’s Article: Select the Right Brand Strategy for the Right Age Group
Multi-generational branding is the practice of appealing to the unique needs of individuals within more than one generation of individuals born and living about the same time.
Multi-generational branding is based on two principles: (1) product or service needs change with each life stages (2) branded messages, products or services are targeted to connect with those characteristics, lifestyles, attitudes, and purchasing behavior of each targeted generation.
According to the U.S. Census Bureau’s, the U.S. population is approximately 307 million today, expected to surpass 325 million by 2015. A generation is a group of persons who go through life experiencing similar economic, historical, political and social at a similar age.
American Generations by Age and Number
|Traditionalists||Born before 1945||40 million|
|Baby Boomers||1946-1964||80 million|
|Generation X||1965-1976||45 million|
|Generation Y||1977-1994||71 million|
|Generation Z||After 1994||29 million|
Action Step: Write down the generations of your best customers. Remember the 80-20 rule, 80% of your business comes from 20% of your customers.
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