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Starting a business can be an exciting time for an entrepreneur. You get to build something from the ground up and offer your unique product to the public in hopes that you will gather an audience, loyalty, and relationships with your customers. One mistake many brands make and often continue to make for years while wondering why they aren’t reaching their intended audience is that they’re trying to build a business with everyone in mind.
For example, if you’re brand is making eco-conscious lunch boxes, you shouldn’t try and market or serve every person who may or may not come across your website (even accidentally). Instead, you want them to purposely search out and find your brand because your Unique Selling Point and targeted advertisements/content attracted them. These customers build better relationships with you because you are geared specifically to them (perhaps students, their parents or caregivers, etc.).
If you’ve got lunch boxes and think you should be serving artists, entertainers, and everyone else who walks by your shop, then you’ll begin to expand your brand without a true focus. You’ll create products that don’t quite match and customers you already have can get confused and go elsewhere. Even if one product seems to be doing very well, continuing to grow without a target market in mind, will eventually lead to burn out. Some of the world’s once largest brands have lost huge customer bases because of this.
Think Yahoo! search engine, which used to be in line with Google as the most used search engine in the world. Now, they’ve lost a HUGE following because they tried to go too big, too fast, while trying to serve everyone instead of those who really used the bulk of their services.
If you haven’t launched your brand yet, take this opportunity to review your product and find out who would most likely use it and why. If you’re not sure, test your product on various audiences and review their response/reactions. If you notice some are more excited than others, this can be a clear indication.
If your brand has been around a little longer, you can analyze your own social media following, your customer information, and who comes into your physical store. If you see far more one of demographic or group, then your focus should be on them instead of wasting time on attempting to persuade the unlikely customer to convert.
Interested in learning more about how you can build your brand and make sure your product or service is getting in front of the right people? Read more of our blog or reach out for a conversation today.