One of the points that I can’t stress enough, as a branding and marketing professional, is to know your customer. Your buyer personas are a direct reflection of your brand, so you must know them inside and out before you begin crafting your message. When creating your buyer personas, you may find that many of your customers fit into particular [...]
For just a moment, think about those horrifying American Idol auditions the network once gleefully aired. You know the ones—where the singer could walk through the door with swagger, brag for a few minutes about how amazing he was, and then proceed to screech the house down in a ten-second audition, because that’s the longest the judges could listen without [...]
In the first part of this series, we laid the foundation for your brand. Now it’s time to start building from the ground up. This is when you’ll begin to inform your buyers of your brand mission, vision, and position. When developing your brand, the design and voice of your brand must be clearly defined so as not to inspire [...]
By the time you begin making design choices to fit your brand, you should have a deep understanding of your company’s vision and mission—your why, as I like to call it. You also will know your buyer personas inside and out by this point. You’ll know what reaches them on both logical and emotional levels. Without this knowledge, you shouldn’t make [...]
