Different than your audience or personas, your target, otherwise known as your sources of growth, looks at a broader yet no less specific cohort of consumers based on their propensity to be interested in your product or services. There are only four sources where growth can come from: Loyalists, Vulnerable Repurchasers, Switchers, and New Category Entrants.

A SWOT analysis is a helpful tool to help you understand your business. It can help you make the right decisions and get the most out of your assets.

You should use it to identify strengths, weaknesses, opportunities, and threats associated with your company's position in the market. By doing so, you'll be able to create an effective strategy for growth that will take advantage of both internal and external factors affecting your business.

The best way for you to create a successful ad is by using a simple but effective tool like the creative brief. A proper brief will help you plan your campaign and know what kind of work is required. And by clearly stating your objectives and providing guidance on the target market and competition, this document will also assist in getting buy-in from decision-makers who may not be as familiar with advertising terms as your team.

With brand management, you're able to break this work down in even more ways. You can set a clear vision for your team, stay on the same page with everyone's goals and objectives, ensure that all deliverables have been met when the project is over—and most importantly, make sure that you're all working towards one goal together.