Yesterday Whole Foods announced it was opening a new chain of organic and natural food stores, aimed at millennials, charging lower prices.
The cynic in me asks if they will check drivers’ licenses at the door, like a reverse liquor store image that pops in my mind: ” I am so sorry, but you are clearly too old to shop here. Try our Whole Foods sister store at the corner.”
The concept is brilliant actually.
Whole Foods is refining a model that already works very well, but pitching it more concisely to a subset of their existing shoppers, and clearly desiring to take share away from competitors at the same time.
So, reader, do you refine your persona to the audience you are addressing?
I hope you do, while being always truthful to yourself and your brand. That includes using the right vocabulary, the right dress, the right images and metaphors to make your point, and communicating in the right electronic medium.
But aim high for the ability to be clear and authentic to other audiences who might listen to you, as well.
I am not advocating you stoop to the lowest common denominator or being so muddy that you can’t be understood.
There is a happy medium, and you know where that is instinctively by the peron(s) you are convincing.