Branding – It’s not about YOU.
Listen up, entrepreneurs: branding your business is NOT about you.
It’s a tough pill to swallow, I know. But once you take yourself out of the equation and step back, you enable your business and your brand to elevate and resonate.
Which means, you empower your business to grow.
The most important thing that you can understand about branding your company is that you’re not marketing TO an audience, but FOR a customer.
So it’s not about what you like (red and blue together, purple flowers, cursive fonts). And it’s not about your preferences (conservative design, one-sided business cards). And it’s not even about the media strategy that you like (backlit signs, direct mail campaigns).
It is 100% about your customers.
It’s about what touches them. It’s about what’s meaningful and resonant. It’s about their wants, needs, and desires.
It’s about what compels them to purchase or to refer or to be loyal.
So, let go already. Injecting your personal opinion can be harmful to your brand.
You want your brand’s fonts and colours to appeal to your customers, your brand’s voice to speak intuitively to them, and your media strategies to reach your target best.
Your brand isn’t yours at all. It’s theirs.
When you cater your brands look, feel, voice, and marketing strategy to your customers, your business is likely to grow in spades.
So who cares if you love blue? If your customers relate to red, give them what matters to them. And save the blue for after hours.