The Top 3 Ways To Remember Your Audience When Branding

What's the point of branding? To create your brand's identity and ensure it appeals to the audience. You need to keep your audience in mind when you're creating a brand or undergoing a rebranding process. After all, if they don't like it, your sales will show.

Unfortunately, I have seen too many companies these days forget about their audience. They try to match a competitor's look or expand the brand into uncharted territory where they have no business being. In the process, they not only lose their unique identity, they often repel customers.

When you're branding, keep these ideas in mind.

1. Your position. Arby's was failing when they were trying to compete with McDonald's, Burger King, and Wendy's. They were really failing when they tried to add healthy options to the menu. When their CEO embraced their position, they were able to recover and gain a strong profit. On the other side of things, Lamborghini is now making SUVs, probably the stupidest move they've made. Brands have to understand their position and move forward with it in the forefront of their mind.

2. Customer's demographics. Neiman Marcus and Old Navy appeal to very different groups of people (obviously). What would happen if Old Navy tried to match Neiman Marcus' style, or vice versa? Their brands would be destroyed. Always remember the customer base that brings you success and appeal to them. Don't let the pressure to expand and conquer the world ruin what you have. 

3. Your History. Think about your history and what people remember you for. UPS has undergone several branding shifts, but they've always stuck with the branding elements that people remember-- brown, the shield, trucks, etc. This is how you become iconic, not always shifting around like you're still trying to figure out what your company stands for. If you're trying to alter fundamental elements, you might as well create a different company.

You might want everybody to buy your brand -- but that's the wrong mindset to have. The truth is, every brand has a niche. It's up to you to target it and expand upon it and make them want to use your product.

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