What tme says

Clarify your value proposition, your target audience and positioning in the market. Your value prop is less about what you do and what you’ve created, and more about what your product or services allows your target audience to achieve.

To build a strong brand identity, you not only need a smart designer to develop a cohesive brand and visual language for your business - you also need to understand what your business represents to your customer and how you can articulate this to them.

Define your brand values and personality and use it to inform the design. Tell a story that your audience cares about. If you don’t know what they care about, find people who fit your customer personas and ask them.

Be aware of what your competitors are doing. Where does your offering fit in the current market? How can you differentiate yourself visually and verbally in the eyes of your customer? To outsiders, nuances often aren’t enough.

When you’re ready to build the rest of your strategy, distill your marketing goals from the company’s wider goals, your chosen timeline and available resources.

remember

What your brand looks like, where and when your brand is present, and what you say and how you say it, should be informed by your customer at any particular stage in their decision making journey.

Got another quandary?