When it comes to branding, one major consideration that must be made is the identification of your target audience. If you do not know who you are speaking to, you will not know how to say it in a way that pulls them in.
If your branding is designed in a way that causes it to only reach the wrong audience or if it reaches the right audience with the wrong approach, it will not give you that special consumer boost you are looking for.
This is why it is so important to do the research prior to making any major branding decisions. Knowing your audience will allow you to cater to them in the right way so that they can see the amazing products, services, or content you are striving to bring them!
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In order to correctly identify your target audience, you have to start by considering what it is that you are selling. If you are selling a product that is specifically built for a core group of individuals, that is quick and easy.
However, for a lot of businesses, your audience is not as neatly defined. This is why you need to consider what your product is and research who the general audience for that sort of product usually is.
This does not mean that you absolutely have to cater to that specific audience. In fact, your niche might be built around the fact that you are not catering to that audience. That is perfectly fine, but knowing what you are selling and who really wants it can be crucial when it comes to marketing and branding decisions.
You do not want to mirror the stylistic presentation of a medication designed for the elderly if your product is roller-blades that have been designed for middle school students. Start by identifying a general age range for your product audience so you know how many different demographics you need to cater to.
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After you have taken the time to identify what the general age demographic for your product is, you will want to start to consider what kind of people your product is meant for.
If you are selling a beginner’s exercise routine, you will not want to target established athletes. Consider what problem your product or service is solving and who would benefit the most from its use. For example, if you are running a business blog, it will likely be better to use a professional tone with industry appropriate language rather than something overly casual.
Identifying who will be using your business and what they will be most comfortable with or what they might expect will help you to identify an appropriate tone and can even impact typeface, color, and logo decisions.
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Knowing who your target audience is, gives you the power to know how to speak to them. Branding is a language in and of itself that, when utilized effectively, calls out to the people we want to hear it. It is the first step to making sure that your message is communicated in a way that best represents your business and what you have to offer.
This also allows you to have a good starting point when it comes to branding decisions. Your audience will feel like you truly understand them, and your sales will be glad that you do!