If you want spectacular branding that attracts the right audience to your products and services, then you want to get the brand right from the beginning. Everything from strategy to your expression.
You need a flexible and collaborative approach to what you do and make sure you offer traditional brand concepts combined with contemporary digital branding strategies.
- WHO is the most important targets for your brand?
Most businesses say “everyone”- we target “everyone”. But the reality is that only some of society will be interested in your products or services. It may be reduced by filtering the gender, age, location, interests, religion, financial status, food preferences and so on.
- WHAT is going to compel them to choose and stay loyal?
Once you know who your target demographic is, then you need to think about what would keep your target market in your marketing loop beyond their sale or purchase. Could social media fill the gap, maybe a monthly newsletter, special offers, discounts, referral prizes and so on.
- WHY should these high-priority targets believe in your brand?
What is your USP (unique selling proposition)? Why are you different from your competitors, how are you better? Your value proposition is often relative to your USP. Work through these points, and get other people’s opinions on them, you may be surprised.
- HOW is the brand felt in every touch point/transaction?
Are you taking advantage of good branding practice? This includes consistent typography, similar colour themes and quality images.
- Can you niche better on your campaigns?
You may have a target audience, but most brands then have another 3-4 subset targets, and they are targeted differently in advertising and specific marketing campaigns.
When I work closely with my clients I am particularly interested in uncovering their business insights and building new solutions for the answers of the above questions.
Setting clients apart from their competitors is our foremost goal, this goal alone will do most of the heavy lifting in branding your business.
I help to build brand identities that connect with target consumers on an emotional level. Satisfy the customers’ functional requirements, but also going beyond that to promise something more experiential and emotional.
People identify and stay loyal to brands because the brand reflects something of what they would like to see themselves as. The brand often represents the customers own values and perspectives too.
Building brands so to uncover “top of the pyramid” benefits (think Maslow’s hierarchy of needs) that connect with consumers on an experiential level.
Combining the benefits with the business goals is the goal of all the brand development (eg. logo, communications, products and services).
Then we get the designers involved to bring brand stories to life with inspiring images and often in videos and more.