Are You Talking To Me?
I am excited to report that One Step Services has had quite a few new business owners come to us in the first two months of 2012, asking about our products and wanting us to create a brand for them. Over the next three days, I’ll be discussing the three basics steps to successful brand creation: determine your demographic, communicate a clear message, and create a unique look. Whether you’re creating a brand new brand, or revamping an old one, you’ll want to go through each step and answer all the questions along the way. Then give us a call and we’ll create a brand that is uniquely you!
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. Come back tomorrow to learn about step 2 of building a brand: message creation. See you then!
P.S. Did you know every single person, even identical twins, have different finger, tongue and eye prints? With so much diversity in the world, how could you expect to appeal to everyone?
Picture taken from freedigitalphotos.net