BRANDING   |   POSTED ON 24.09.2012

There are several factors that make up the life force for an effective brand, whether personal or corporate. Starting from the colors you utilise to the aspects you seek to emphasize, there are a lot of elements that must be managed. Unfortunately, this often results in some of the most important and valuable questions being overlooked. As you build a brand, ask yourself this essential question: Does my brand speak to my target market?

Isn’t it obvious when you think about it? You’d be surpassed how many professionals have devoted time, money and energy into creating a dynamic brand only to realize that their audience doesn’t appreciate it.

How can you be sure to avoid this brand misstep? Here are three tips to help you along the way:

1. Analyse the competition

As you begin to build your brand, start by examining the competition. Successful businesses can serve as a good frame of reference, while less successful competitors should typically be considered examples of what not to do. From selecting colors to creating a brand tagline, start by taking note of what works and what doesn’t in your field.

2. Communicate common customer challenges

What is the core problem you are seeking to solve for your clients and customers? Are you going to provide trusted legal advice? Are you going to give your customers perfect vision through surgery that has eluded them for years? Identify the central solutions you and your business will provide, and pivot your brand around them.

3. Reiterate your value

Why should a potential customer pay attention to you? How are you going to change their lives for the better? The answer can be complex or simple—but you need to have an answer. If your brand doesn’t give your audience a reason to pay attention, they won’t. Identify your unique selling points and work it into your brand.

Successful branding is much more than a slick logo or a robust social media brand strategy. In fact, you can invest millions into a brand and still miss the mark completely—if you don’t start with the fundamental goal of creating a brand that speaks to your audience.