Your target audience development sets the groundwork for your marketing strategy and the brand awareness strategy is the first campaign.
At this stage you already have a crystal clear picture on who your audience is including what they like where they congregate (eg forums, magazine sites, meetups, social platforms and groups etc).
These congregations are key in developing your brand awareness strategy.
Identifying where your audience congregates however is only half of the battle.
You need to identify the potential effectiveness of each of these congregations, prioritise your efforts in based on this potential and then develop the messages for each direction.
In other words, you need to know where they’ll be most open to your branding messages and develop the most appropriate messages for that environment.
Either way, it’s important to set expectations and define what success looks like before launch.