Your brand is much more than your logo. It is the message you are sending to the world about the core of your business. Are you crystal clear about who you are sending that message to?
When I ask little biz builders who their ideal customer is they often tell me an answer like “oh, anyone really. My products are perfect for moms, dads, kids, grandparents, friends… anyone could buy my thing!”
While that may indeed be true, that anyone could buy your thing, not everyone will buy your thing. And if you don’t have a specific ideal customer in mind, then chances are the message you are sending is so broad in order to reach ‘everyone’ and to please ‘everyone’ that no one at all is going to take notice.
Don’t be afraid to narrow your approach and focus on a few select groups of people who are your ideal customers, your right people, your true fans (or whatever else you want to call them). Having a specific customer (or a few specific customers) as your target will help you to come up with more successful marketing strategies and sales plans. Your business life will get a lot easier!
It is easier to sell something to someone who really wants it. So figure out exactly who needs and wants your thing. Then figure out where they ‘hang out’, where you can find them. And then target your message directly to them. Demonstrate how your brand meets their needs.
If your brand message is ‘environmentally friendly’ then find the customers that are passionate about protecting the environment and show them why your products solve their problems.
if your brand message is ‘makes life with a newborn a lot less scary, and a lot less stressful, so you can enjoy your time with bub and not feel so overwhelmed’ then find the mums that are feeling overwhelmed and show them why your products solve their problems.
Or you can look at it the opposite way…
If your ideal customer is someone who wants ‘customized, personalized, one-on-one service and a product so individualized that no one else will have the same’ then you better be sure that your brand clearly expresses that message.
If your ideal customer is ‘sentimental & contemplative, if she is attracted to things that have meaning, that have a story, or that tugs on the heart strings, if she is looking for a way to express her deep emotions’ then your brand ought to demonstrate those things, loud and clear.
Be sure that the look of your brand and the voice of your brand clearly communicate your message. Be sure that when your right people come in contact with your brand (find your website, your facebook page, your business card or your market stall) that they know they are in the right place. Be sure that your message is expressed consistently across every interaction.
Check the copy, the images, the tagline & graphics on your marketing materials. What message will people get? Your ideal customer might only stick around or have a look for 30 seconds. In those 30 seconds are you making it clear that you are the one to solve their problems or meet their needs?
Very clearly state what it is that you deliver and who it is you deliver it to.
Use your brand message to attract your ideal customer. Use your ideal customer to drive your brand message. Either way, make sure they match.
Editor’s Note: Karen is running a “brand” new program (pardon the pun) called Amplify Your Brand, starting June 4! Click here to view more details. I love Karen’s programs. She delivers top notch info for little businesses without BS or hype. That’s why I’m really happy to promote her work. If you do sign up for her program through my link, I will make a little $$ for referring you. I’ll take that as thanks for sharing this brilliant resource with you 
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About Karen Gunton
