Make your Brand More Relevant
Your up and running. You’ve been operating your business and building your brand’s reputation for some time now. Your business is coming along, you have a great product, you know you need to seize the moment now. Your effort is there, you are cruising along with steady growth, but you have this nagging feeling that your results could be stronger. Is your marketing on point?
Do your customers understand your brand? Perform a brand audit to see if you are running on all cylinders. An audit will help you reflect upon what benefit your business offers and how it your brand communication reflects your offering. You’ll survey who surrounds your brand and represents it from the inside and outside influencers support it.
Create customer personas. A profile showing who you are targeting. A backstory on select individuals lifestyles and habits. A step-by-step profile will help you conjure the lifestyle those individuals lead. It will help you define their needs and how your brand serves the task of fulfilling that need. It will remind you why your product is best suited for that particular audience. Serve only the needs of your personas you are profiling. The personas are your focus, the rest are noise. This helps you define what communications you should use in your marketing materials. You are relevant to your target audience because you meet their needs.
You are different from your competition. The brand audit process will help you connect your product or service with the core needs of your audience. It will reveal how to meet and exceed the expectations of your customers. What is the benefit of your product? Is the branding appropriate? What is your key differentiator that you bring to the table that your competition lacks? This is key to understanding your approach to marketing, communication and brand design.
The audit carries you through reflecting on your brand. Who currently interacts with you, who you want to interact with and what their needs are and how you can meet them.
Alexander Morse is a digital designer and brand consultant at Morse Communication Design. He helps businesses communicate with design. His creative techniques and communication design skills were fostered through his agency-side experience working with a variety of clients from entertainment to retail. He is now focused on end-user, persona-driven interactive and conceptual design for consumer brands, non-profits, and clients whose message needs to be driven through impactful design.