Know Your Target Market Before You Brand
To start the branding process, you need to gather a collection of your perceptions. Your most important perception is regarding the target market. Following the research process, answer the two important following questions:
Where is the target market of your brand located?
What do you want to turn into a brand? 1. Know the target market of your brand and examine it in terms of the following items:
What is the need of your target market?
What are the age and gender of the members of the target market?
In which geographical area do they live?
How much income do they earn?
What is their educational status?
What culture and lifestyle do they have?
What language do they speak? Every business is launched to resolve customer’s needs. Therefore, determine that ‘which problem of the customer does your product solve?’
The task of a business is not necessarily creating a need but identifying and resolving one.
Everything humans have invented is made to resolve their needs. For example, smartphone was invented to resolve people’s communicative needs. A product is interesting for a customer only when it resolves one of his/her needs. When there is no demand, request or need, there will be no product. After knowing and understanding the target market, the next thing that matters is selecting it correctly.
A business that initially chooses the whole world as its target market will definitely fail.
Select the target market such that it would be neither too narrow which would restrict maneuver nor too broad that you wouldn’t be able to handle and control it.
2. After identifying the target market and answering the aforementioned questions, you need to think about the question, ‘what do you want to turn into a brand?’
A product or service?
A person?
A company?
A name?
A logo?
A slogan?
The value of a company’s brand is not comparable to the value of branding a person. It’s just that a person can’t be sold!