When you’re launching a new brand or re-branding your existing company, there’s a lot of talk about how you’re going to change your end of things. You might ask yourself questions like “who do we want to be in the marketplace?” and “how are we going to stand out against the competition?”
Those are important questions to ask, but there’s another category of questions that are just as – if not more – important to ask that often get neglected during the launch or re-brand phase. And that’s questions about your audience.
Knowing your audience on a deep level is the secret ingredient to every successful brand. Knowing the ins-and-outs of your audience, who they are, and what they need will allow you to build your brand in a way that’s going to engage them – and ultimately, influence them to spend more money.
But why is knowing your audience so important for your brand?
You Can Build Your Brand Around Your Audience
The first reason it’s so important to know your audience is that once you know your audience, you can actually build your brand around that audience and set yourself up for success.
Depending on who you’re targeting, there might be large discrepancies in who you envision yourself to be as a brand and who your audience needs you to be. But when you really do the work to get to know your audience, you can anticipate what they want and need out of a company they choose to do business with, and then build your brand around those wants and needs.
So, for example, let’s say you’re launching a new food product and your target audience is primarily moms between the ages of 35 and 50. When you do your market research and take the time to get to know your audience, you find out that what your target audience finds most important in a food brand is an understanding and sense of compassion of the struggles they face as moms trying to juggle it all and convenience in helping them get dinner on the table for their families quickly and easily.
Knowing that about your audience, you can build your branding to highlight the fact that you’re a brand dedicated to helping busy moms get a dinner on the table in 20 minutes or less. If you didn’t do the work and get to know your audience, you might have taken more of a health-conscious angle and missed the opportunity to connect with your audience.
You Can Build Your Products and Services Around Your Audience
Once you know your audience and build your brand around them, you can also use that intimate knowledge of who they are and what they want and need to successfully build and launch your products and services.
The more you know about your audience, the more you can anticipate the kinds of products and services that are going to be successful with said audience. This is HUGELY beneficial as you’re developing ideas for new products and services – when you know exactly what your audience is looking for, you can launch a product or service to fill that need, increasing your conversion rates and driving sales.
So, let’s use the food brand example again. If you know your audience is highly concerned with convenience and getting dinner on the table quickly, you could build a product line around 10 minute dinner dishes or 5 minute breakfasts. By leveraging your knowledge about your audience, you can deliver products and services that hit on their pain points and fulfill their needs.
You Can Better Build Trust With Your Audience
Knowing your audience also helps you to build trust with them. When you truly know your audience, every piece of copy you write, every product you develop, and every action you take as a business can be specifically tailored to that audience. They’ll feel like you “get” them, and that general feeling of being understood will help foster feelings of trust in your brand.
In the food brand example, you could leverage your knowledge that your audience wants to feel understood by the brands they work with and build a campaign around recognizing the challenges that busy moms face in taking care of their family and getting dinner on the table. When your audience interacts with your campaign, they’ll feel like you’re speaking directly to them, and that mutual understanding will increase their trust – and make them significantly more likely to buy from you.
Knowing your audience is a crucial part of the branding process. So get out there, get researching, and get to know your potential customers.
How Can We Help?
At Rogue Print and Mail, our design team have been assisting businesses with creating Style and Brand guides for many years. Our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and design ideas, and expertise is the power of colours that will best promote your branding, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.
I sincerely hope that you found this information valuable. For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at email@example.com to arrange an obligation free 10 minute discussion with a member of our expert team.