When you consider how you want to position yourself in the market, it’s really important to understand who your target audience is – your customers and potential customers.
Being able to define this group will help in all aspects of your marketing – from logos to copywriting. If your audience is pharmaceuticals, your logo doesn’t want to look like that of a cake shop. Likewise, if your customers are cake shops, your products or services might not be best presented in a minimal, scientific, specification-like manner.
When trying to understand your audience – research is the key. Time spent learning about your customers is time well spent. Find out what they like, how they work, where they look for information, what publications they read, which directory services do they use, which websites they go to, and so on.
To do this, invest in business directories and magazines. See which companies your adverts will be positioned alongside. Ensure you know which directories are the best to be listed in, so that your target audience can find you easily.
Do all this, and you’ll be well on the way to getting noticed in the right places, speaking the right language, and standing out from the crowd.
Next week I look at the principles of solid design and I’ll be giving you 8 tips to help you focus your designer on what you’re hoping to achieve. If you can’t wait that long, you can download the full guide by clicking on the button below.