Is Your Brand Right for Your Customer?

A phrase that business owners have heard time and time again, “A brand is more than just a logo”. Although this is a common—and, to some, overused—phrase, it is often true! A brand is far more than just a logo, but rather the first visual embodiment of your business. Your brand's logo, voice, colors, fonts, and much more are all pieces that bring your brand to life. Each of these components is very important, but even if you have a beautiful logo, a great color palette, and a unique brand voice, you could still be going about your brand all wrong. This brings us to this interstellar insight, is your brand right for your customer? There is a right way to create a brand, most certainly a wrong way, and Starpost’s mantra of 'don’t blend in' always holds true.

Let's dive into 5 tips that can help you ensure your brand is identifying with the right customers.

1. Know Your Customer

Knowing if your brand is right for your customer goes far beyond basic demographics such as age and gender. A business can dive into psychographics, a person’s aspirations, beliefs, values, and even things they dislike. The more effort you put into understanding your customers, the more successful your business will be. For example, if Harley Davidson’s ideal customer persona (ICP) were middle-aged females who follows the rules and prefer bigger SUVs for safety, they wouldn’t be a brand that values ruggedness, rebellion, and sells motorcycles! Well, they could be, but who knows how successful they would be…you get the point.

2. Align Your Brand's Identity With Your ICP’s Tastes and Preferences

To make your brand right for your customer, you have to align aspects of your brand with their tastes and preferences. Not just from the visual elements of your business, but to what the values and tone of voice of your business are. It's important to align your brand's identifiers with your customer's preferences. For example, if your target audience seeks a conservative, dependable, and traditional experience, employing vibrant reds and yellows on your website might not capture their attention. Suppose your customer base is drawn to eco-conscious and sustainable lifestyles. In this case, it's imperative to align your brand with these values throughout.

3. Give Your Customers a Great Experience

So you have your customers' tastes and preferences down and you are starting to generate business with your ICP, it's time to give them what they want! Create a brand that is memorable, positive, and that your customer enjoys interacting with. From your website’s home page to the emails they receive from you, meet their expectations and reflect the brand values that made them do business with you in the first place. As our marketing team suggests, getting a new customer drives revenue, but keeping a customer drives profit.

4. Always Keep an Eye on the Customer

Customer tastes and preferences change over time, and your business needs to take notice when your customers want something new from you. Keeping your eye on your customers, or better yet seeking feedback from your customers through direct communication can help you stay ahead of change and continue to align your brand with your ICP. For instance, you can conduct periodic surveys among your customer base to gather structured feedback regarding their changing desires and preferences. Alternatively, building a presence on social media platforms and actively interacting with your audience can provide a real-time pulse on shifting trends and customer wishes. Now there is a fine line between pleasing a customer and damaging your brand's reputation. Attempting to please customers at any cost can erode your credibility and jeopardize other vital aspects of your brand.

5. Lastly, One Straight From Our Book, Don’t Blend In.

Your customer engages not just with your products or services, but with your brand itself. Consider why some individuals consistently prefer Apple over other smartphone providers or why certain gamers exhibit unwavering loyalty to a particular gaming console. The answer often lies in brand loyalty. These companies have cultivated their brand identities and reputations over decades of dedication and hard work, resulting in devoted customer bases eagerly anticipating their next innovations.

To construct a brand, we firmly believe that you must distinguish yourself from the competition while still embracing the aspects your customers appreciate about your rivals. This involves making bold choices and infusing your brand with personality. Don't shy away from adding a distinctive and memorable flair to your brand that sets you apart and resonates with your target audience. In doing so, you can forge a lasting connection that keeps your customers engaged and excited about what your brand has in store for the future.

If you or your business needs help with your brand, feel free to contact us.