When aligning your brand with your audience, it’s important to know who you are as business, and what your usp, your core offering and your ideal customer is. What is your ambition and the ultimate goal of the business? What do you stand for, what is your purpose and where do you fit into peoples’ lives? Why should they choose you over your competitors?
There are very few genuine differentiators between businesses, and even less that can be relied on solely to deliver continued success. The uniqueness of a product or service will generate initial excitement and immediate returns, but without continued innovation and the communication of such, will not be sustained. Particularly when the market catches up. Without a well defined brand stand point, building loyalty, why would customers choose you over anyone else? Price is often cited as a usp, which again will bring its rewards but at the risk of being competitive on any other grounds. Customers who are motivated by price only are less likely to generate repeat business if they can find something cheaper elsewhere. Unless that is you give them a reason to stick with you.
Gain an understanding of your audience. Try to see the world through their eyes. What motivates them and how does this align to what you offer? What values do you share?
Once established it becomes much easier to position your business’s brand through its visual presentation and overall language so as to be clearly understood by your target audience. Allowing for relevant and meaningful communications to speak directly to customers and the purpose of the content you want to deliver resonating with them.
“Branding is the art of aligning what you want people to think about your company with what people actually do think about your company.”
Jay Baer, Convince & Convert.
Author with Amber Naslund of The Now Revolution