06 Jul Your branding isn’t about what YOU like
You’ve done it, congratulations!
You’ve launched your biz and now your little baby is out in the big, wide world. You’ve spent months toiling over how to brand it and the best way to present it to the world and now, you’ve done it!
Now, before we go any further, there’s something I’d love to check with you. While you were making all these branding decisions, did you have your dream customer in mind?
A super common misstep when starting out in business is getting so caught up in the creating, styling and planning that you forget who you’re doing it all for. Because, as the title of this article suggests, your branding is not for you!
Every single choice you make when you’re creating your brand should be made on behalf of your target market. You should be so ridiculously in their heads that you know what they want to see, when and where they want to see it and even how they want it delivered!
The problem is, all too often we see branding choices made for the wrong reasons. Let’s talk about what SHOULD NOT guide your branding decisions:
- Trends – never, ever, EVER allow your branding to be dictated by the current trends. Of course, you want it to be modern and contemporary but, you also want to be unique and long-lasting. For a brand which will outlast the latest fad you need to think bigger picture and with your target market at the fore.
- Your preferences – you may be THE most stylish person with an incredible eye for only the most tasteful of things. However, unless you are exactly in your target demographic, your personal taste is entirely irrelevant to your branding. In other words, choose your favourite colour not because you like it but because you know your target consumer will fall in love with it too.
- Competitors –while it’s ok to be inspired by what you see online, it’s totally unnecessary (and inappropriate!) to base your decisions on someone else’s branding. When you’re planning your business branding, one of the key elements you need to consider is, what sets you apart from the competition and to capitalise onto it. So, draw inspiration from your competitors and use it to fill the gap in the market by doing things differently to them.
- Friends & Family – no matter how well-meaning those people around you are, you’re best to avoid asking for their opinions. Where possible, stick to market research as you make your branding decisions. That way, you’ll ensure your final brand is appealing to that all-important target market you’re aiming to hook.
When all is said and done, there’s a really good reason why anyone who knows anything about branding tells you to brand for your target audience. That’s because it is CRITICAL to achieving branding success.
There are a whole bunch of external factors which are likely to tempt you when you’re working on your branding but, there’s only one which should. Knowing your target audience will make it much easier to remain focused on what will and won’t work for your business.
If you’re looking for some help with how to pinpoint your target audience and the best way to understand what it is they’re looking for, stop right here! We’ve put together everything you need to know about branding. Our Ultimate Branding Workbook will guide you through identifying your target audience and, creating a CONSISTENT and ROBUST brand for your business. Take a look here>
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