Branding has everything to do with identity: who are you and what kind of business are you? What’s your name, and why should I remember it? How do you and your brand make me feel? The answers to these questions should be related to your products and services but not limited to them. Your customer’s relationship with your company begins and ends with your brand. What keeps your business profitable is, of course, sales, but the ideal customer comes to buy from your business or use your service specifically because they want to support your brand, not just because they want a product. That’s why it is important to really identify clearly who your ideal target customer is.
The bottom line is to consider the many ways that your brand goes beyond colours, logo design or a jingle, to provide the experience and feeling your consumer is seeking. Once you clearly identify who your ideal customer is and what they need and what specifically they are looking for, you can pinpoint what your brand should be doing to gain your customer’s trust and deliver what they want. Once you do, your business’ brand can generate loyal followers, who will keep coming back for more.