We have innovative product that has unique features compared to conventional products. The product is great for totally 2 different target audiences. For this reason, we created 2 separate websites with consistent visual branding to serve these 2 audiences. However, we have problem to find consistent brand positioning and message because the targets are different. Our main problem is with the message.
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.
There is ALWAYS a way to have a positioning that works in 2 different audiences like yours, there is ALWAYS an overarching idea/value/benefit, it only depends on the level of analysis you use. For eg. What's the overarching idea of book-writing and drinking water: they both support life, spiritual life and your body. I'll be glad to look into your issue in a Skype call and see what we can find out about your product.
You have to create a different message for different markets.
Let's think about Sears marketing for a moment....
For the ladies - See the softer side of Sears
For the men - lifetime warranty for Craftsmen Tools.
Many companies can market to multiple areas. The one main difference is they are creating selling points, slogans and strategies for each market.
There isn't a "One Size Fits All" option when marketing to different target audiences.
I'd love to help you.
Give me a call and to set up different messages and marketing strategies for your two target audiences.