We've seen companies of all shapes and sizes across a wide spectrum of industries. In spite of their differences, all share a common goal - to market in a way that most effectively speaks to the target audience.

Right now, you may be thinking, "Wow, these guys are masters of the obvious!", but not all is as it seems, Grasshopper, so please bear with us...

Like everyone on our fair planet, clients have their own thoughts, opinions and preferences about any and everything from politics and religion to car brands, vacation spots, and even their ever-so-personal, paragraph-long designer coffee order. We, too, are guilty of producing more than our fair share of strong opinions. Fortunately, like lawyers and professional critics, we chose a career that pays us for unleashing them on unsuspecting passersby...

The potential for disaster arises when the two trains of thought meet on the track. Well, helloooo...Personal Opinion, we'd like you to meet our good friend, Target Audience. While it's important that marketing pieces, corporate identity, web sites and advertising accurately portray the personality of the company they're representing, it can be dangerous to infuse marketing with too much of one or a few people's personal tastes.

The key to success lies in reminding ourselves to focus on those whom our companies exist to appeal to and to serve - our customers. While it's important to feel confident in and connected to a new logo, ad or direct mail piece, it's essential that our audience makes that connection - immediately. So, to accomplish our goal of attracting those we aim to please, it may sometimes be necessary to look past personal opinions and find out what THEY respond to.

What age range, ethnicity, demographic and psychographic encompasses your buyers? What colours typically appeal to them psychologically? Does your audience associate specific icons or imagery with your industry? Use this knowledge when developing your collateral to put your own unique - and relevant - spin on the expected. If that means overriding your own personal penchant for hot pink - unless, of course, it's appropriate to your audience! - so much the better for the effectiveness of your marketing efforts!

The winning recipe will be a perfect blend of that which tantalizes the senses of your buyers with just a hint of that which makes a company's brand you-nique.