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Not everyone's going to love your brand, and you don't want everyone to love your brand either. If all people like your brand, that's a sure sign that you are doing something wrong.
If you keep trying to appeal to all people, you won't be able to build a strong, well-defined brand identity. If your business looks the same as the competition, people will have trouble distinguishing your business from the rest. Worse, you might end up being associated with your competitors’ brands, even those with questionable reputations.
The thing is, your brand shouldn't be for everyone. Here are 3 reasons why your brand shouldn’t appeal to all people:
Language tends to become vague or non-specific when you want to appeal to all people. And if you’re marketing content is too general, you won’t be able to speak to your core audience. Your core audience consists of people who will benefit from your product or service the most. If you’re not appealing to the right people, you are not marketing your business correctly. And if you are not promoting your business properly, you’re only wasting time and precious resources.
Instead of using vague, non-specific language, create a copy that speaks to your target audience. Define your core values so that your business will appeal only to those who will genuinely benefit from whatever product or service you offer.
If a business is marketed so that it’s obviously trying to please everyone, people might question whether you’re really there to provide solutions or make a sale. The last thing you want is to make people question your motives. You cannot connect with your core audience if you keep trying to please everyone. Why? Not everyone needs your offer, just a specific group.
Mass appeal won’t benefit all businesses. A defined brand identity that’s carefully maintained is key to building a successful business. Your brand identity sets your business apart from the competition. Your branding is your identity. It is your image to protect. If your branding does reflect your core audience’s expectations, you’re undermining customer loyalty, which could damage your business’ revenues and reputation.
From making life-changing decisions to buying a product, we are driven by our emotions. To market a business effectively, we need to elicit specific emotions among our target audience to push them to take the desired action. And marketing a business isn’t just done by writing a persuasive copy; it’s all about planning and designing your visual assets well to match a compelling copy. But most important of all, your branding should be inspired by the people you want to market your business to.
Think about what your consumers want, what you want them to think and feel when they see your brand. Think about who you want to attract.
If your branding is too general that it’s not connecting with the right people, your marketing strategy will fail no matter how well designed it is. You want to provoke a strong emotional reaction from the right people so when they see your brand photos, images, and design elements, they’ll think “Yes, this is SO me,” or “this brand really speaks to me” and not “nope, not my vibe at all.”
The key to building a defined brand identity is to know your ideal customer. Your ideal customer is a persona that represents your core audience. It’s the person you should market your business to. So ask yourself, who do you want to attract? Who do you not want to attract? What are the traits that your ideal client would have?
By creating an ideal client, knowing and understanding what makes your ideal client tick, you can develop the right marketing strategy and influence your core audience to take the desired action.
To determine who your ideal customer is, ask yourself these questions:
Building a defined brand is all about embracing what makes your business unique. It’s about winning over your ideal client with your unique presence, not pleasing everyone. It all starts by being confident in your brand identity and voice. Speak to your unique ideal customer, be consistent, and pretty soon, you will start growing a community of loyal customers.
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