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Your brand identity is so much more than who you are as a company. It’s also how your customers—past and prospective—see you.
Or, put another way, your brand identity is what people respond when they’re asked, “What is that company?”
No matter what business you’re in, how people see you matters. That’s why, when it comes to creating your brand identity and designing your brand’s look, understanding your target audience is so crucial.
In fact, that’s where the process of creating your brand identity should start: with your target market.
Know who your market is by defining your service or product. In doing this, answer questions that show:
In other words, what makes you different from every similar product or service out there? What needs do you meet that have been unmet? Think especially about the benefits your product or service offers your customers.
Once you have identified your general target market, you can begin to think about your ideal customers in more detail…
To have a truly appealing brand identity, you should conduct in-depth research of your potential clients. Find out:
You want to understand your potential customers so well that you know what about you will appeal to them. Are you a rebel like they are? Or are you the consummate professional they desperately need? Are you traditional and established, or trendy and edgy?
When you understand who your prospective customers are and how to appeal to them, you can craft your brand identity to do just that.
Now that you have a brand identity based in an understanding of your target audience and its personality, wants, and needs, you should make that brand identity the key component of your marketing strategy.
Because you’ve built your brand identity on what appeals to your target market, you’ll find it’s not only easier to convince them to buy from you—you’re more likely to nurture loyal, repeat customers. Why? Because they won’t just love your product; they’ll love you.
That’s what we offer at Splash Omnimedia: comprehensive marketing based around your business and brand. We are experts at creating a brand identity and an effective, measurable marketing to go with it.
