How to brand your gender specific business but still open doors for male customers
I have some branding questions. When creating a business geared towards women consumers but also open for male business as well how would one market that? For instance a company would provide services as well as sell products and the specific services rendered can be useful for both genders how does one keep or attract male customers when the brand and 70% of the business is for women?
Good Answers (4)
peter S
VP, Director of Consumer Voice at TATTOO Brand Strategy
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You don't. This is what i call a shrink moment - where being decisive is absolutely necessary for the brand to be able communicate and deliver the experience that will allow itself to thrive.
you simply can't build a brand with a "yes, but . . . " you won't have time and those you want to attract will be distracted.
serve your primary customers as wholly and in as focused a manner as possible first. this will allow everyone to operate with clarity and singular focus as possible.
Clarification added 7 months ago:
simply wanted to apologize for the abruptness of my response. the stronger the relationships you build with your primary consumer, the more likely you will be to compel others to check you out. and, most likely, you will learn from your consumers on the appropriate way to do so.
Hi Zanada,
In my opinion, the best way to is to brand the product itself. Here is what I mean, Victoria Secrets is an all womens store, I walked in there with a Girlfriend one day and found out they sold calonge. So being persuaded by atractive sales people I tried it out and loved it. It actually is my favorite calonge of all time now. Had some one gave me a sample at another store I would have still bought it regardless of where its sold becuase of its smell. Meaning if the product for men is good, no matter where its located ( like an all womens store), I'm still going to buy it becuase I love the way it performs. That being said, make both genders aware of the product and use the fact that it relates to Women as a plus. Guys always go where Women are anyways.
Hope this somehow helps.
Leo
Clarification added 7 months ago:
Sorry, I meant Zanade*.
David M
Managing Director of Sirleaf Pte Ltd and legal consultant. dmar9147@yahoo.com
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Allow me to give you a specific example. There is a strong local brand in the slimming/beauty business — Mary Chia. It focuses on women. Every year, the management saw a rise in requests by men for access to the branches. The management finally opened a major new outlet for men, separately branded as Urban Homme, but with the link made to the female brand. Urban Homme is a men-only service. You have to know who the customers are for your brand, and build the brand awareness among those customers. Diluting the brand disturbs the customer relationships to your detriment.
If your business is truly gender-specific to women, then focus on marketing to women with your current brand.
To capture men who may be interested in your products, develop a new brand for that audience.
You will end up with two focused brands which effectively communicate to their respective audience, rather than a single watered down brand that fails to speak well to either gender.
