Matchmaking: a brands journey to find its customer

There are many definitions of branding. At its most simplistic level, branding is a tool for matchmaking - between the customer and products/services. A well designed brand provides a line of sight between what a business offers and what a customer needs. At any given moment there are thousands of brands to choose from, and as a customer we want so spend the least amount of time possible searching for what we need.

A brand that clearly and compellingly communicates its value so that its customers find exactly what they're looking will always win against its competitors.

Because of this, a crucial component of the brand development process is defining who your dream client is. You know, the one who trusts you implicitly, pays you what you deserve, and is fun to work with! Let's get you more of those clients.

Reality is, you can't work with everyone, there aren't enough hours in the day. Likely, you have a select number of clients that you need to reach each year in order to meet your business goals.

Think long and hard about who your ideal client is. How old are they? What do they like to do? Where do they hang out online? What are their pain points? Narrowing this down will not only help you in the development of your overall brand design, it will be crucial down the road when you develop your marketing strategy.

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