The past two Saturdays have been awesome. A client of mine and I have dove deep into the brand of his meal prep company and developed an outline of what his website should look like. It's safe to say that he and I are on the exact same page as to who this website is for, how it should feel, look, and the expected path this person will take. Before diving into the brand discovery, he asked something I thought was fascinating, "do you think we are putting the cart before the horse doing the branding before we do the website?"
I thought about this for a bit, and replied: "not at all."
Looking back at what we've done and the order in which we outlined these deliverables, we are both glad we started where we did.
Currently, my client's branding efforts are minimal and veer toward a male audience looking to get ripped. During the brand discovery, we unearthed that his most successful clients were busy, professional women who valued an easy-going, Southern California lifestyle. Diving deeper, my client had deep connections with farming and the peace that comes from working with your hands. That's a totally different story to tell, for a different audience, and so great a chasm between his current brand and those it was meant to serve.
How would we have come to that conclusion by focusing on building his website first? In short, we would have had a hard time getting aligned and the project would be a bust. We'd still be trying to talk with dudes who want to be ripped. We are going a whole new direction with the entire project. Hell, we're even changing the name of the company.
Here's the thing:
Whether you're building a website, designing a business card, marketing collateral, writing messaging, or coming up with the name for your company, understanding the brand you are trying to build is the foundation for a fluid design process and seeing results.
I admire the confidence of startup founders. Everyday, they get up and get after it in the hopes of doing something to change the world. It's inspiring. However, it's sad that most of them fail to see the obviously awesome things about themselves and their companies that would make them unforgettable. Instead, they try to focus on what they think people want them to be. It's an inauthentic approach to building a brand and it usually results in being labeled something they are not proud of. In time, they become something they fail to recognize.
I call it, "pickle syndrome."
Since they spend their lives in a jar, pickles have no idea what they look like from the outside. They also don't recognize the unique qualities that make them special either. They float in the jar hoping someone will recognize them and see their worth.
It's in moments like this that is pays to have an external voice chime in and tell you all of the things that make you and your startup significant. To give you a new label based on the obvious truths you take for granted.
You are still a pickle and you're freaking awesome at it. Don't be afraid to tell everyone.
Demographics are the first piece discussed in understanding who your target audience is. Mainly because they don't require as much critical thinking and are evident without much additional thought/analysis. Here is a list of the attributes that one would include in the demographics of their target audience:
What purpose do these pieces of information help us solve in creating a brand? Well, the answer is quite simple: you are going to talk to people differently and through different mediums based on these answers. More importantly, knowing the demographics of this ideal superfan enables you to focus on who will be using your products/services.
Even with these descriptions alone, it is clear that the lifestyles and day-to-day happenings in these persons' lives are going to be different. They will have different preferences, lifestyles, beliefs, cares, aspirations, etc. We start with these demographics because it allows us to put up the blinders to other groups that are not as important to the brand being created.