Imagine that you spend thousand of dollars for designers, copywriters, and website developers. And you believe that you built your brand. You got a deluxe logo, bright colours that your designer recommended, fancy copy from a super expensive writer. But after having all this… You hear crickets. Sounds familiar?
I know that many marketers use this picture to prove that you do not need a good designer or suitable website. But if you hear crickets there could only be two reasons:
One, there are some crickets around…
Second, you didn’t do the pre-work. A brand is often called a promise. It means you are willing to give something to your customers. A transformation that will make their life easier and better. To find out who is your target audience and what do they need, you need to do a lot of research. And if the word research scares you, here is a quick lifehack:
Find some big and successful brands who also work with your target audience. When we say a brand is an image in customer’s mind, it’s not entirely correct. A brand is one of the images in customer’s mind. Your clients’ reality is formed by many brands, by TV, by the Internet, by family and colleagues, and by thousands of other things. So check out brands that your customer already uses.
I hear what you say. How do I know what do they use? Follow the lead!
Let me give you an example.
Your target audience watches Disney, uses iPhone, drinks Starbucks, wears Levi’s. These brands already pre-formated your prospects’ minds. Replace these brands with those which are relevant to your tribe (your people maybe fans of Andy Warhol or Japanese sci-fi), that you suppose to know.
But even if you take this basic list, that I gave you, and go to the Disney Youtube channel you will find that they are featuring “Girl Power”, “Success”, “Heroes” and “Smart is New Sexy” concepts. They do it because it works. Check what works for other big brands, you will find “storytelling”, “being close to a customer”, “relevance”, “cause”, check more.
Now, find what transformation your client needs, wrap it in one of this successful concepts and deliver it in such a way that your customer wants it. To do it, you will need to learn how to become a Creative Director in your business. Check Brand + Photo School if you are ready.
In conclusion, your brand is not a logo or website. It’s a promise to deliver a transformation that your client desire dearly. Give your customers a solution and confident leadership, and they will never ignore your brand.