Know Your Audience

When creating a brand, what’s the most important thing to keep in mind?

Is it the logo? The products and services? The way the brand makes the customer feel? The benefits it offers customers?

When creating a brand, the most important thing to keep in mind is who the audience is. The best brands in the world all fall flat if they didn’t speak to the right audience.

Unfortunately, many brands want to speak to everybody, casting the largest net possible to reach the most people. But by trying to speak to everybody, they end up speaking to nobody.

Instead, effective brands choose to tailor their message for a specific audience, making their message more impactful. By knowing their audience, the brand can take away the guesswork for the customer. The customer doesn’t need to work to see how the brand fits into their life because the message is so specific it already outlines how it does. They’re able to see the brand, know it’s for them and decide to buy. Their gut feeling tells them that this brand is for them.

When brands generalize, it’s harder for them to stand out because they end up competing with all the other generalists. The brands that cut through the noise specialize in speaking the language of their audience.

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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