Your target audience should drive the branding decisions you make. All of your branding should reflect your business, but what’s the reason for that? To reach your target audience! That means your branding decisions should all be made with your target audience in mind. To clearly position who your brand is and what you do in the minds of your customers, your branding has to be something they’ll connect with!
Website Design & Layout
Depending on your audience, your website design will need to be a little different. Is your audience drawn to super minimal, clean looks with clear call-to-actions? Or does your target audience prefer a more collage-type feel with tons of images and puns? Your audience influences every aspect of your website design, and for good reason. Beyond the look and feel, the layout and navigation should revolve around making things super easy, efficient, and convenient for your website visitors.
Who is your audience, and what are they looking to get out of your website? Are they potential customers for a clothing business? Potential clients for a wedding venue? Potential coaching clients? No matter what, your website needs to appeal to your specific audience. Other business owners will want to see stats and how adding your service or product will actually benefit them and their customers. On the other hand, consumers will be drawn to testimonials, images, and descriptions to understand who you are and how your product or service will help them directly.
Where You Focus Your Branding and Marketing Efforts for Social Media
While you’re building your brand, you have to establish your presence on social media platforms. But which platforms should you focus on? That entirely depends on your target audience! Where are your customers spending most of their time online? If it’s Instagram, you should be making branded posts, Instagram stories, IGTV videos and now Reels, too. But if your audience is more likely hanging out on a platform like Pinterest, you need to create pins that will appeal to your audience. Knowing your audience will help you concentrate your branded marketing and content strategies in the right places!
Use Your Color Schemes to Tell a Story
Did you know that every color has a different effect on people? Colors are a powerful way to connect with your audience. It’s important to consider what colors you use in your branding—how will your audience view those colors? What colors will they connect with? You have to think about how you want people to feel when they enter your physical store, visit your website, or head to your social media. Here’s an amazing post with some of the different ways color impacts people.
Marketing Outlets for Connecting & Sharing Promotions
What type of marketing is your target audience going to prefer? Email, physical mail, social media ads, or even flyers posted in other local businesses? Those questions should drive where you place the emphasis in branding your different marketing materials. You can use your colors and design strategies you already established to reach those customers where they actually want to be reached!
How have you integrated your audience’s needs into your branding? It’s so important to base your branding decisions on what your audience likes, wants, and needs.