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Brand Strategy

How to Create a Brand that Connects with Your Audience

When it comes to branding, your logo by itself may do nothing to contribute to the success of your brand… when it’s not designed with your audience in mind. You’ve probably heard by now that branding is more than just a logo, but what do you truly need is to create a brand that connects with your audience before it does anything else. The key to a successful business in the online space is the emotional connection that connects with people on a personal level. Today, we’re going to talk exactly about how to do that! 

Know Your Target Audience 

There are three things you need to know when you’re ready to start branding your business – the who, what, and why. First off, we’re going to focus on who your potential customers are. To do this, pull out your favorite pen and notebook, then write down your answers to these four questions…

  1. What kinds of people have I worked with in the past? Think about the people your brand has attracted previously. What do they have in common? Think about both the pros and cons so that you can create a brand that pushes away the people who aren’t a good fit. 
  2. Who do I have experience helping? This can be experienced in your side hustle or in your 9-5 job. Do you want to branch out from those industries, or do you want to stick with the people you have experience helping and use that fact to promote your business?
  3. What non-negotiable must my ideal client have? This can include things they stand for or against, if they have been in business for a certain period of time, or if you’ll be serving a specific location. This can be specific to your industry as well – social media managers may want to work with people who already have an online presence, while a real estate agent needs to look for people who want to buy or sell a home. 
  4. Who is in your core audience? If you have a following on social media, regular podcast listeners, or email list subscribers who loyally open every email you send, look through these people and see who makes up the majority of your audience. Are they designers? Virtual assistants? Podcasters? Dietitians? Coaches? Hairstylists? Someone else? You’ll be more ready to market your new brand in a way that connects with your audience if you are already speaking to a certain target audience. 

Once you know your target audience, think about the kinds of things they enjoy. What common denominators do you see in the kinds of posts they like and share on social media? What are their struggles? How do they dress? Do they gravitate towards a more luxurious and elegant style, or towards something more boho and free-spirited? Knowing these things can help you create visuals that clearly attract your ideal client. 

Pro tip: Don’t be afraid to niche down! A broad audience may seem like the best way to go, but when you get crystal-clear on who you want to serve and share that with the world, you’ll position yourself as an authority and quickly start to be seen as the go-to expert within your industry. 

Download our Brand Strategy Workbook

Building a brand strategy is not only extremely important but it’s also a lot of work, especially by yourself! To make this task more enjoyable (and successful) for you, we have created an in-depth and interactive brand strategy workbook that you can download right now!

Decide on Your Ultimate Vision 

What’s the big picture? Think years down the line. What do you want to be known for? What do you want your legacy to be? When you have your ultimate business vision, you can create a strategy that connects with your audience while also helping you reach your ultimate life and business goals. To help you identify your brand’s vision, answer these questions! 

  • Why did I start my business or side hustle? Knowing your why is key to knowing your ultimate vision. 
  • What does success mean to you? While we hear about the press to scale our business and hit “10k months” or make $100,000 in a year, that doesn’t have to be the meaning of success for you! Maybe it’s…
    • Being able to travel the world and work from wherever
    • Being able to stay home and raise your children 
    • Be truly happy and in control of your own life
    • Prioritizing and caring for your mental and physical health 
    • Knowing you’ve done your part to make the world a better place 
  • What are your values? When you know your core values in life and as a business owner, you’ll be able to easily make decisions and create an ultimate vision for your business based on what you stand for and against. 

Evoke Emotions Through Your Branding

Finally, let’s talk about the emotions you want people to feel when they come into contact with your brand. This will help you pick out an overall vibe, define your brand voice, and influence design decisions, such as what colors and fonts you’ll be using. 

First, think about how you want others to see you. How would they describe your relationship? How would you want them to describe the relationship that comes from working with you or interacting with your brand? Here are some different ways others could possibly see you. Don’t limit yourself to just one option! 

  • Friend 
  • Guide 
  • Expert
  • Coach/Mentor
  • Collaborator
  • Teacher 
  • BTS Support
  • Second Brain

Next, think about the voice in which you speak. How you speak through your website copy and social media content should be the same as if an ideal client was chatting with you in a coffee shop. Your brand voice can be…

  • Approachable 
  • Funny 
  • Rebellious 
  • Empowering 
  • Inspiring 
  • Elegant 
  • Refined 
  • Reserved 
  • Professional 
  • Casual 

Lastly, we need to translate these answers into a visual brand that connects deeply with your potential clients. Research the principles of color psychology to choose a color palette that compliments the overall vibe you’re trying to achieve. When it comes to fonts, remember that script and serif fonts tend to be more approachable and feminine, while sans-serif fonts give off a more luxurious vibe. 

If you’re struggling to clearly see the vision and purpose behind your business as you complete the rebranding process, download my Brand Clarity freebie, a 12 page PDF that will help you identify your audience, purpose, audit your current brand, and then create an action plan to help you decide what to do next. Fill out the form below and get it delivered straight to your inbox! 

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tune into HUSTLE
apple podcasts!

I'm Jacinta — branding expert, web designer, and owner behind Social Circle, a full service creative studio dedicated to helping ambitious female entrepreneurs launch the business of their dreams with ease. 


Branding & Web Design


Content Strategy

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