Before determining what your branding should look like, you first have to determine what you ultimately want to be your result. You can do this by asking yourself a few questions:
What does my target audience look like? Are they women, men or both? Are they young, old or somewhere in between?
How do you want your audience to feel when they see your branded content? Do you want them to feel that your brand is trustworthy? Do you want them to feel like they need to hurry up and get whatever it is that you’re selling? Do you want them to feel warm and loved? Do you want them to feel like they can count on you?
What does my audience expect to see from brands like mine?
Answering these three key questions is key to unlocking exactly how your brand should look and feel. Okay so let’s go through an example:
Let’s say I have a business where I am a female yoga instructor and I teach mommy and me yoga classes
What does my target audience look like? My target audience are moms in the 25-40 age range who have children ranging from infant to toddler age
How do I want my audience to feel when they see my branded content (i.e. logo, website, social media, brand messaging, etc.) - I want my audience to feel loved, supported and empowered. My class gives them a way to connect with motherhood while taking care of themselves.
What does my audience expect to see from brands like mine? Serene imagery, tranquil colors and visual elements representative of both self care and motherhood
So now that I’ve answered the questions, I can begin to decide how my branding should look based on what the answers are. Because I’m looking to target youthful mothers I want to keep any imagery I create relevant to millennial moms. My business name needs to be something relevant.. Maybe something like “Mom-aste Yoga”. It may also include imagery that incorporates a mother and child.
Since my audience is female and I want them to feel loved, supported and empowered, the colors I use need to support that feeling so I’d choose from colors like turquoise, teal, purple, lavender, soft pinks, mauve, etc. And given the demographic I’m targeting, this is not only what they would expect to see from brands like mine, but what would resonate with them psychologically, drawing them in like magnets!
I hope that this information will help you master how to reverse engineer your branding to determine exactly how your branding should look and feel by beginning with the end in mind.
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