Branding isn’t about trying to sell customers something they don’t want, it’s about giving customers something they value.
For a successful brand to form, it needs to consistently deliver engaging experiences that either meet or exceed the right people’s expectations. With the right people being those the brand can help the most.
If a brand targets everyone, it might see a short-term increase in sales, but it’ll likely see slower growth in long-term customers.
When a brand targets the right people and gives them something they value, a tribe of passionate and engaged customers can form. And through their passion exists a magnetism that draws in others.
A brand is a promise. It's the promise you make to your customers about what they can expect from your product or service.
You can have the best logo, use the most fantastic typeface, create the perfect colour palette, but if you’re not using those elements consistently across your brand, you risk confusing and turning away potential customers.
Branding is one of the most important aspects of any business. If you're not branding yourself properly, it's very likely that your business will fail.
You know your business inside and out. You know what you do best, who your customers are, and what makes you different from competitors. But do others?