What Your People Look for in a Brand

Building a business isn't for the faint of heart and I'm reminded of that daily - both by my client's brands and my own. When I dive into strategy one of the disclaimers at the top of the page is to read the document from your audience's point of view and try not to let personal feelings get in the way. That's tough because it's your business baby, but it's usually much easier than you think. Here are things your audience looks for in a business:

1) Your solution to their problem

What is their struggle and how are you going to solve it? Think deep and hit them right in the feels. Maybe your product gives them stress relief and allows them more time to do what they love. Get down to the nitty gritty and discover the problem your product or service is solving.

2) Authenticity

I know, I know - I just said to drop personal feelings. But guess what? Usually the heart of your business and your personal values align with your audience. Don't be afraid to show you're human. People relate to a voice or a face. One of my favourite experiences while shopping at small businesses is communicating with the face behind the brand.

3) Great branding

I'm biased but I'm right. If your branding doesn't relate to your audience, they're going to find it difficult to connect. Cohesive branding from your website to your packaging helps to introduce your brand and make it something your audience is proud of. And remember, branding isn’t just a logo. Branding is type, colour, voice, logo, visuals, your website and so much more.