Create an overall brand position that speaks to the unique benefits of the brand and its products, an overarching position that could work for most audiences. The key is to tailor the brand message to the individual audiences as appropriate, emphasizing the benefits that are most relevant to each audience.

The messages for each audience should support or at least fit under the overall brand position. A Marketing Specialist with brand positioning expertise should be able to help you with this. It is very possible to do successfully however the most common issues are trying to define the overarching brand position so generally that it is trite or meaningless and attempting to craft your messages in a manner in which the way they relate to one another and how they demonstrate support of the overarching brand position. The trick is to create a hierarchy of benefits and messages that work at an overall brand level but also with individual audiences.