The personality of a brand is developed around it’s niche market. All businesses want to get to the bottom line; profit. Everybody wants to make money, and it’s no secret you have to sell, sell, sell. And if you want to become successful, get a thorough understanding of the who, what, when and where; that you’re selling to.
Answer this question, “Who is my customer?” Defining the customer base/target market is essential in the early stages of business development. It’s like a chain reaction, every element of the market/marketing process has an affect on the development of your brand. You have to know the gender, income, geographic area, age, religion, occupation, education, and values of the consumer. Proper projection of those traits through branding, is what draws the buyers in. It impacts visual representation such as logo design/tagline and visual-verbal representation through things like commercial art. Product options, price, color, and materials can also be affected. For example, something as simple as imagery in a logo can have different meanings in different parts of the world. Your job is to make sure the logo doesn’t offend a potential customer within the geographical area pertaining to your target market. The main focus is to make money, and angry customers have the power to destroy a brand name.
Decide what product or service you’re selling and what “need” it fills for the customer. Successful brands fill a need within their perspective markets. You have to be identified as the “go-to” brand for that purpose, and each product has to be identified as the authority/expert in it’s field.
WHEN AND WHERE
When and where will you be selling your product? Is there a specific season that needs to be considered? For example, if the product is summer maxi dresses, or flip flops you can focus on summer season, places where the weather is warm, and resort spots. Narrow it down by region to really get specific. You can offer dresses in different colors,prints, hemlines, sleeves, etc. based on the elements of the target market.
You can always tell when a business didn’t take the time to research their market. They never reach their full potential. You have to lose the belief you can build a brand with random ideas. The process of marketing and while building your brand has to be achieved simultaneously to be effective and profitable. Just think of those brands that came and went in one season, straight to clearance.