Have you ever wondered how some brands appear so confident in their efforts, seeming to make swift decisions with ease? These are brands that have an intrinsic
sense of who they are and the customers
An essential part of making clear,
objective choices is to truly know your
customer. These insights allow brands to
select where to invest time, energy and
dollars in order to provide the best value
to their customers. After all, what’s best
for your customer is what’s best for your
business. Knowing your target audience
enables brands to perform effectively.
Objective Design Decisions
When making decisions, teams naturally
gravitate toward considerations of cost,
budget, schedule and other logistical
factors. However, many times they are not
considering the customer. But if you know
what your customers need and what they
value, you possess powerful tools to unlock
your business potential.
This is also helpful during the creative
process. We use our customer profiles to
n BY SHERI L. KOETTING, MSLK
evaluate design options, visuals, etc., turning
what could be a subjective evaluation into
an objective review. Remember, it is not
about you; it is about them.
Selecting the Right Brand
There is no substitute for brand
ambassadors, bloggers and real people to
tout the benefits of using your product. Even
model imagery can be powerful at setting the
overall tone and building inspiration around
the brand. However, if your customers
cannot identify with the people in these
images, your efforts will fall flat.*
Knowledge of your audience makes the
process of selecting people to represent
the brand more meaningful. Instead of
∑ Brands that succeed understand their
∑ A well-targeted brand can more
easily develop a voice and well-honed
∑ In addition, proper audience targeting
allows brands to focus budgets and
messaging on the channels that matter
most to their audience.
*As Global Cosmetic Industry noted last year,
Datamonitor Consumer ( www.datamonitor.com)
has shown that 45% of consumers want their looks
to reflect their age, and 55% believe that images
of beauty showed on advertising are unrealistic.
Consumers are tired of unachievable beauty models
that are so ideal they are impossible to reach by
regular consumers. Because shoppers feel they are
not represented by the current standards of beauty,
the logical step is toward something real.
Unlocking the true power of your audience streamlines your
brand-building efforts and spares you from costs.