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Oct 17 2012

How to Create a Business Brand- Determine Your Demographic

how to create a business brand

Some days, I wish I had a marketing genie to write my blog posts and make every Facebook post inspire 400 interactions.

How do you create a business brand? I wish it was as easy as summoning a magic marketing genie and demanding that he create a beautiful brand for you right on the spot. However, the reality is that it takes a little more thought than that. A brand is more than just a look composed of colors, fonts and logos. A business brand is a message consistently and repeatedly delivered to a target audience through visual and textual elements. So before you or your graphic designer come up with the visual aspect of the brand, you must determine your target audience and craft a message that will be conveyed through all of your company’s marketing efforts.

Brand creation can be broken down into three basic steps: determine your demographic, communicate a clear message and create a unique look. Over the next three weeks, I’ll explain how you tackle each step and how One Step Services is here to help.

Step #1 Determine Your Demographic

In normal conversation, we always tailor our messages to our audience. The way we ask our boss for a raise is much different from the way we ask our roommate for the rent money. One involves a carefully prepared presentation, humility and lots of compliments, while the other involves pleading, threatening and short sheeting the bed (my boss is still mad at me for that one.) Despite the fact that most people understand the importance of creating every day messages for a specific audience, many fail to see the importance of that principal in their marketing.

Most people approach marketing like a soapbox preacher. They think they can create one brand and one message that will appeal to EVERYBODY. They expect to make every single person super excited about their product or service. Get this in your head right now: that is impossible. You cannot create a marketing message, campaign or brand that appeals to everyone. You must pick a target audience and tailor your brand to appeal to that audience.

Identifying your target audience is the most important part of brand creation. To help determine and learn about your target audience, find the answers to these questions:

  • Where does your target audience live?
  • What is their age range?
  • What kind of lifestyle do they live? Are they career driven city dwellers who work 50+hours a week or stay-at-home moms?
  • What problems do they have that you solve?
  • What is your target audience interested in and how can you use that to connect with them?

Once you answer these questions, you can create a brand that is targeted to a specific group of people and will be effective in convincing them to do business with you. If you have questions or need help creating your brand, give us a call at 949-587-5301, email or leave a comment below. We aren’t magical genies, but we are very helpful little elves and we would love to help you create a brand that effectively communicates your business goals to your key demographic.

Come back tomorrow to learn about step 2 of building a brand: message creation. See you then!

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