The Match Game: Branding for your ideal customer
First, let’s start with a question: for whom do you brand?
A lot of small corporations or entrepreneurs are branding for themselves. And, if you ask who the ideal client is, the answer is “everyone.” They observe and try to mimic the branding of competitors they admire or big corporations they want to be. Meanwhile, their branding may fail to reflect the value they truly bring to customers. They are missing an opportunity to play up their positioning. They are ignoring or unaware of what lures clients to choose them.
Branding for your ideal customer is a three-step process:
First, identify your ideal customers and all their characteristics and habits. Give each a persona or name.
Second, define how you can satisfy their unmet need. Be clear on what you do best and how that brings value to your customers. Focus on what makes you different from competitors and how that difference is an advantage to your ideal client.
Third, make your brand style appeal to the target client. Devise messaging that speaks to the solutions you bring their unmet need and expresses the value you bring them.
Why should you present your brand style in a way that speaks to your ideal customer?
When your brand is ready to grow and evolve, it is essential to have a strong foundation from which to springboard. If youíve been successful branding to attract your ideal customer, youíll win the match game with a strong brand reputation that will help the right clients find you. And thatís a win-win for you both.
**Iíve seen this quote attributed to Robert Lee Fulghum, Big Sean and Kim Kardashian. Iím not sure who the originator of it was, but Iím certain they are not my original words.
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