In this blog series, we’ll attempt to bring clarity to some of the dynamics of building a strong brand.
What’s the point of being in charge of a business if you can’t mold it to your own vision? Frank Sinatra said “I did it my way.” You should do it your way too. Only you have to know and value who your customers are and what they want and need.
We spend a lot of time working with our clients to realign their perspectives from asking themselves, “do I like the way that work looks or sounds” to “is the way that looks and sounds true and right against the core values of my brand?"
The most important component to the second proposition above is having meaningful insights about your customer. Where are they from and what cultural influences are they subject to? How old are they and what is their average income? All of these things shape their decision making process and should in turn be an important part of shaping the efforts you make to engage them with your brand.
"We used to put the brand in the middle. Now the consumer is smack-dab in the middle of everything we do. And that means we need to understand who our customer is."
– Joaquin Hidalgo VP of Emerging Markets | Nike
If you do not have an understanding (rooted in facts) of who your customer is and how they make decisions, you should make gaining that knowledge a major priority. If you want a brand that can achieve your big vision, what your customers want must be every bit as much a priority as what you want.
Understanding who your audience is and what they really want is non negotiable when building your brand's value proposition.
We believe you can change the world with your brand. We can show you how.
This entry is part of a six week series exploring answers to critical brand building questions: