Marketing is all about reach YOUR target audience. But trying to zero in on your circle of influence can be difficult. Here are a few steps we focus on to get your business closer to individuals who would get the most benefit from what your brand has to offer. Here are a few things we focus on creating that brand roadmap:
1. Identify your target audience
Great design begins with an understanding of who it’s for. Understanding your customers is a crucial factor for being able to choose the right design elements, such as typography, color schemes, layout, and navigation.
Other factors to consider are – knowing your audience’s demographics – age, gender, location, etc. – you need to discover what makes them tick. Who are they? What drives them? What are their beliefs and values? Which other companies are they buying from? What products do they use?
2. Create buyer personas
Step into your users’ shoes – create buyer personas for each type of user/customer who’ll be your brand would engage with and dream up some real-life scenarios. Think about what they’ll be looking for when they come to your brand, and how easy it is to find the information that really matters.
3. Check out the competition
It is common practice for businesses to be looking over their shoulders or peeking into the yard next door to see what’s happening. By checking out your competition, you can gain a much clearer picture of where your brand stands.
Evaluate your competitors’ websites to see what they have in common with your brand – not to copy them; but rather to see what works and what doesn’t. Look at usability, design, content, layout and navigation, and optimization. Look for things they do well, but also seek out any weaknesses and opportunities to gain a strategic advantage.
4. Put aside personal preferences
When designing your brand assets it’s absolutely essential that, the designer, and client, the business owner, put aside your personal preferences in favor of what works best for the users. The latest cutting-edge trend or flashy element may be very short sighted for the brand. Remember, what appeals to you may be a total turn-off for the people your brand is trying to connect with.
And there are many more elements to consider like typography, colors, imagery and content that will drive the message of your brand. Making sure that brand image is a healthy on is paramount – I can help. Reach Out to me for more information.
