The demand for a certain product is relative to the need of a specific target group. To properly see the rise and fall of a brand, it is necessary to dig deeper into a spectrum of consumers. To carve a name for diverse industries, a company must know their target group of consumers. By knowing this and by delving into the behavior of a target group comes a brand that will soon be ahead of the curve.
Knowing what’s running in the mind of a consumer will pave the way to a well executed business strategy. It will save countless hours of execution and you’ll only have to execute it once and the rest will be up to the target group.
Truth is the most powerful advertising is one that comes straight from the consumer. One author rightly said “A brand is no longer what we tell consumers it is – it is what consumers tell each other it is”.
The brand will only be as strong as the strength of the loyalty of its consumers.
- The IDENTITY of the brand involves all of its tangible aspects
A brand is expressed by its logo, typography, color palette, packaging, and retail environment.
- The TONE of the brand is an overview of it’s layout.
A brand is then expressed in the attitude of the copy, voice-over, or composition of the layout.
- The VALUES of the brand involves the internal and external affairs of the company.
This involves strategy execution, team involvement, product release and marketing.
“Understanding what’s behind a brand will help you and your team tell stories using the tangible aspects of the brand.
It all starts from an intimate knowledge of your target. Their media behavior, or how they access their information, should determine where you communicate to them. With this understanding, it’s important that you research or are given a clear picture of whom you are talking to.”