Know your brand's
purpose
A brand without a purpose has no point in existing. And it won’t command the attention of consumers either. From the get-go, your brand’s purpose should be clear to you. Think about Apple’s goal of revolutionizing communication technology. Yours does not have to be that grand. But it has to be uniquely yours.
- Why does your brand exist
- What sets you apart from brands of the same nature?
- What problem do you address?
- Why should consumers care about your brand?
Consider branding as the blueprint of your business. A guide for all the decisions you make from the time you establish your business. Your brand is how you appear to the world. It’s how you make a first impression on consumers who you’re trying to convert.
When it comes to branding, your goal is pretty straightforward. You want to be able to tell your story. If you can influence people to love and value your brand, the better.
A brand without a purpose has no point in existing. And it won’t command the attention of consumers either. From the get-go, your brand’s purpose should be clear to you. Think about Apple’s goal of revolutionizing communication technology. Yours does not have to be that grand. But it has to be uniquely yours.
"It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently."
- Wareen Buffet
Zero in on your target audience
Your brand should be informed by who your target audience is. This is where market research comes in. You need to determine which market segment will most likely show interest in your product or services. You cannot just pursue a target market because your intuition told you so. Approach the process as scientifically as possible.
Consult with existing sales statistics and data. Or better yet, commission an independent marketing firm to do market research on your behalf. The information you’ll retrieve from the process will prove beneficial in figuring out how to position your brand.
Nike's Brand personality can verge on from being inspirational to being bold. The Kiss My Airs copy is not the only time Nike decided to be cheeky with their ads. In recent times, campaigns with NFL Star Collin Kaepernick show how far Nike is willing to go to make a point.
