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Branding: Mind Over Matter

Updated: Jul 4, 2019

When entrepreneurs reach out to me for advice with branding their top concerns are typically surrounding aesthetics OR their target market. They want to know how they can make their brand more appealing or how they can get the perfect audience viewing what it is that they have to offer.

My advice: figure out what's on your targets' mind.

Before delving into color palettes, fonts, logos, advertising rates, and Facebook impressions start by taking a deep dive into the psyche of the customer that you aim to attract.

For many consumers the choice to spend is either impulsive based on desire, out of necessity or a combination of both. But either way, there are definitely emotions at play in this fiscal decision making. And one of the core things that tugs on those emotional purse strings - is value.

Value can change a purchase from something "I think would be nice" to something "I would be a fool to let slip past me."

While picking the color scheme that will draw your customers in is DEFINITELY important... and while getting your brand in front of the right people makes all the difference, you want to be sure that your brand is compelling them to spend once you have their attention.

So, how do you do this??

Start by determining what your customers find most important and of high value.

If you're a high priced boutique clothier your customers will likely be attached to brand status, quality, trends and appeal. These things will be important to them. Be sure to capitalize by incorporating those things into your brand. What is the newest topic in their world? What are their friends discussing ? What are their idols promoting?

Likewise, if your target customers are typically nature loving vegan enthusiasts you will want to focus on the ecological value that your company offers. How can purchasing products from you make good sense for their personal health AND the environment? What "green" philosophies drive your business?

Getting a better understanding of what is on your customers' minds and communicating your alignment with their value system is a key component in designing a brand that compels and sells.

If you're not quite sure just what your customers find valuable and what preoccupies their private thoughts start by completing an empathy mapping exercise. Empathy mapping allows you to experience a "Day-in-the-Life" of your target customer which will provide you with a better understanding of their personal perspective and preferences.

For more information on how you can incorporate mind over matter strategies in your brand development be sure to schedule a Strategy Session or email us at info@LIHConsultingco.Com

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