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Your Brand and Your Ideal Client: Are They on the Same Page?

Are Your Brand and Ideal Client on the Same Page

Branding. At this point in the game, the word may seem overused. Just jargon. Buzzword-y.

True. Everyone’s talking about your brand. But want to know why that is?

Because it’s one of the most important pieces of your business.

What your brand can do for you

There’s hardly a business owner in this world who’s doing something that isn’t being done elsewhere. (Scary, right?) As a graphic designer, I know there are other people selling branding packages. As a painter, I know there are other people working with oils and canvas.

What sets you apart from the others in your niche and creates your loyal audience and your faithful buyers?

Your brand, and the aspects of it that are unique to you.

My branding packages are differentiated not by the quality graphic design that’s delivered — lots of graphic designers are capable of creating quality work. My branding packages are differentiated by the fact that each one begins with my unique process — BRANCH — that represents my brand, and I bring my positive, artistic, nurturing brand to all of my client work.

It’s your brand that connects you to your ideal clients with whom you want to work. (Click to tweet this.) When I let my brand drive my work — my website, my client work, my communications — I naturally attract the types of people and businesses that I want to work with. Want to do the same? Ask yourself the following questions — and answer honestly.

Get honest with yourself about your brand — start here

1. Who is my ideal client?

Determining your brand is very much about you, yes, but first you must be honest about who you want to work with. Consider the demographics (age, gender, geographic location, etc.) as well as the psychographics (personality traits) of your ideal client(s). Create corresponding profiles you can refer back to for each one.

2. What is my brand?

Get right to it. What characterizes your brand? What emotions does your current brand evoke when someone sees it, reads it, or experiences it? Are the colors, fonts, graphics, and tone representative of your business’ personality, process, and philosophy?

3. Does my current brand appeal to my ideal client?

Starbucks’ ideal client is someone willing to pay a premium for a quality cup of coffee served by a well-trained, personable barista in a relaxing, pleasant atmosphere. Its brand reflects its ideal client in its simple graphics, sophisticated tone, deep green colors, and upscale aesthetic. Starbucks can answer this question with a deep, resounding “yes.”

But here’s the thing: Starbucks has been in this game for decades. The company has gone through several iterations of its brand to get where it is today.

As small business owners, we often have to do the same. It’s what I did with the move to this new website that better reflects my brand, and it’s what I help small business owners do in industries across the board, from travel and tourism to retail and spas.

Aligning your brand with your ideal client profile is one of the best decisions you can make, because, as I mentioned — your brand is one of the most powerful tools in your small business arsenal. It’s worth it to take the time to get it right.

Start by answering the three questions above, then take it a step further: opt-in with your name on my home page, and receive my free workbook, What Does Your Brand Say? It’ll put you on the perfect path to considering the elements that will bring you back to a brand that speaks volumes about your business and connects you with your ideal clients.

Then, tell me below: what’s one thing that’s working when it comes to your brand? What’s one thing that’s not?

Comments

  1. Right on, Cindy! I love to read about people who “get it” – and you do! So happy to see your new site and blog.

  2. Terrific job with this Cindy!

    • Bob, you are an amazing, talented photographer that is featured in so many of design pieces. It is awesome to be able to work with such a creative “and nice” person.

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