Getting the Memo – Branding Across Multiple Demographics
Branding is one of the most crucial pieces to building a solid foundation when starting a company or redesigning a company. Having solid branding will separate you from your competitors, allowing your product to stick out.
One of the most famous brands today is Apple. Everyone knows an apple product by the distinct logo of an apple with a bite taken out. It is obvious that this company produces top of the line products, but without that distinct logo that is so easy to remember it is questionable whether or not they would be at the top of their game, consistently beating their competitors in the number game.
Whether you aim to be a billion dollar corporation such as Apple or you are just interested in catering to the needs of local consumers, having a good product is not enough to sell. While a distinct logo is a major key, it is only a small part of the big picture.
To be successful in branding, it is important that you understand your target and their needs. By creating a good experience your consumers will leave with a good perception, thus returning back for all of their future needs. It is important to stay consistent as causing confusion will turn people off and away from your product.
Consistency is keeping the same voice and presentation throughout all of your marketing techniques. From radio and tv ads all the way to your business cards. When dealing with business it is unrealistic to think that you will reach all demographics. Focus on what you aim to achieve and target your brand to the appropriate demographics.
Take a company like Personal Creations, for example. They are not a multinational powerhouse like Apple, but they are extremely successful at reaching their audience and remaining consistent. Their demographics are broad and are able to cater to a number of different types of people. They specialize in gifts that come from the heart–turning an average day into something special and memorable.
Gifts are a part of nearly every tradition. You have a mom turning 50 or a son graduating from college, they have created a space that caters to nearly every occasion. There are a ton of competitors out there that have failed in crossing multiple demographics, finding a personalized t-shirt is not that difficult, finding a baby gift made specifically for your new niece, not that hard. Finding it all in the same place is a different story.
By understanding the need for one stop shopping and using that knowledge to their advantage has turned personal creations into a favorite for all who go above and beyond for those special occasions. All you have to do is see their full site to comprehend how they turned a simple idea into a growing company that will be around for the long haul.
When starting a company, it is imperative to do your research and find what does and does not work. When it comes to branding, the most important component is consistency, all the way down to the very last detail. For example, ordering online is a big way to generate extra income. Including your company name to your email address will insure your customer does not miss out on their confirmation. Designing your website to tie into your ideas is another must. It wouldn’t make sense to go to the apple site and see a banana as their logo.
All of this may seem obvious, but all too often creative minds want to scatter all over the place in attempts to reach the masses; instead the masses are confused and none of your target demographics get the memo.