Attracting the right client or customer for your business is one of the most important effects of creating a strong brand. Understanding what makes your company tick will help your audience connect with you and better understand the services they need which will put you in a better position to offer them.
When you know your audience, finding a strategy to attract them will be much easier. Take the time to better understand your ideal customer and what they enjoy the most about your business. Try to think of a story they may want to hear that will help describe your company. The best way to understand your audience is by creating something called a buyer persona. A buyer persona is like a profile or a description of the ideal customer that would be interested in your product. Knowing details like this will make choosing colors, logos, and other branding material easy in the long run.
Many people believe that a brand is something that you create or influence over time, but in reality it's just what your audience perceives you as. Understanding what your audience is thinking will help guide you in your marketing and SEO efforts. Once you have a better understanding of who your audience is, you can look to see how they are engaging with your brand. Read comments, reviews, and other kinds of critiques. Get feedback from your customers to better understand if you are focusing on the right things or missing the mark completely.
Many business owners make the mistake of trying to please everyone. You should instead try to focus on what makes your company or brand stand out from your competitors. The truth is, you won't be able to do everything for everyone. You should try to focus on what things you do well and use those strengths to move forward. Ask yourself what unique values your company brings to the table, research your competitors' web presence, and try to see what areas they are lacking and fill in those gaps.
When you try to go after everyone or only focus on trying to get as many clicks as possible can, you will usually spread yourself too thin and be too general for your audience. There's actually a negative effect to having too many choices that will cause your customers to lose interest just because of the sheer amount of choices. Getting rid of the areas that are too general and focusing on specific areas that bring higher quality services will help bring in higher quality customers.
The best way to power up your brand is by having a consistent look, feel, and understanding throughout your website, your ecommerce shop, and if it applies, your brick and mortar store. Creating a style guide will help layout the themes, colors, fonts, and images that will bring focus to your brand. It will build trust, show a clearer picture of who you are, and better paint a story that your audience will be able to understand and relate to.
Which of these branding techniques do you think will help attract better clients to your business? At Vue Design we can help you to better understand these techniques and apply them in a meaningful way. Contact us today for a free brand consultation.
By Erik / August 8, 2021
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