Now that you have identified your target audience and we now know who the competition is. We have a clear understanding of who is buying your product or service and who is selling it to them. What’s the next step in the website design process?
Step three is to establish your brand identity. This would include every aspect of your product or service. Think Starbucks for business people, Apple for ‘cool’ computer people and even Hannah Montana for ‘tween’ girls. Here are some thoughts for moving your brand identity forward. Answer these questions from the standpoint of your target audience.
– Does your company name make sense?
– Is your logo identifiable?
– Are the colors that you use consistent?
– Does your website match your print marketing materials?
– How does your brand differ from your competitors?
– What other brands does your target audience buy?
According to the American Marketing Association, a brand is a name, term, design, symbol or other feature that distinguishes products and services from competitive offerings. A brand has also been described as representing a consumers’ experience with an organization, product or service. Both descriptions are correct because a brand is what the product or service looks like and also what it feels like.
Spend a little time working on your brand identity. Ask current and potential customers what they think about your brand. Review the competition and see what works for them. You don’t have to re-invent the wheel. Just make life a little better for the target audience.