Connect with your Customer. Why knowing your Brand is only Half of the Story

Having a business meetingA few months ago I wrote an article with some business tips about knowing yourself and understanding Branding. I wanted to follow-up to let you know that’s only half of the story. Knowing yourself is important, however, knowing your customer/demographic is imperative.

I would like to emphasize that your demographic is made up of people. Each person has their own motivations for spending their money, and being able to connect with that individual could make or break your brand.

Knowing Your Voice

Here’s a brief overview, for those (like most of us) that are extremely busy, the importance of knowing your brand.

  • What is branding?
    Branding is the method of adding the name of the company or brand onto a garment. Buttons, labels, and zippers can all carry the company name or logo, and this helps the customer to differentiate between one company and another.
  • Why is it so important to my collection?
    Branding is your voice, it is how you communicate to your customer who you are and helps them to find more of your pieces in the future. There are two types of branding; seasonal branding and generic branding, which stays the same season to season. This can include anything from hangtags to buttons, the trim of your garments are just as important to relaying your voice as your logo is.

Now, for some, it is easy to find your voice, or your company’s voice. For smaller brands, you are speaking for yourself. Posting pieces about your own hopes, dreams, and passions. However, as your business continues to grow, it gets more and more difficult to do all of the blog posts, guest articles, tweets, updates, Instagram pictures, etc. by yourself. The larger and more successful your company is, the more difficult it is to continue to speak for yourself. That is why it is so important to have a clear outline of your Brand’s voice.

People in a CrowdPhoto credit: Clayton Hauck

Your Customer’s Voice

Understanding your demographic is imperative for creating a collection that sells. Trend reports, market analysis, and forecasting are all part of the ideation stage of each season and line. Do you sell to the refined young adult, the mature woman, frat boys, teenagers, children, mothers, fathers, golfers, or outdoors enthusiasts? The list is indefinite. You could be marketing to anyone, or any combination.

 Here’s a List for Narrowing Down your Ideal Customer.

  1. Who are you?
    Your age, passions, hobbies, lifestyle, etc. (The more defined, the better)
  2. What is important to you?
    Do you love hiking, the latest trends, video games, school, etc.?
  3. What motivates you?
    Is it your career, your family, strength, peace, a healthy planet?
  4. Why would you shop for this item?
    Is it the holidays? Do you need a party dress? Does this help you work-out?
  5. Why would this help you?
    Does this get you closer to your passions?

If you are able to answer each of these questions, than you’ll be able to incorporate that information into your marketing. What motivates your ideal customer to do the things they do? Knowing who your collection would be important to will help you speak to your demographic on an individual level. You are no longer speaking to an audience, but making each person feel as though you are speaking directly to them.

Tip for Social Media: Make sure that you are responding and reaching out to as many people as your time allows. Whether you have 4 or 40 (or more!) people writing to you or tagging you in a post, a simple “Thank you” will not only make you (your brand) seem more human, but it will also make their day!

By making your customer feel special, you gain their trust, and trust is invaluable. Not only will you find new customers, but earn repeat customers, by building friendships that last a lifetime.


If you liked this Post, you might also enjoy:

Branding and Why it is Important
Business Doesn’t Lie. Small Brands, Don’t Forget Your Roots
Book Review: Blue is the New Black by Susie Breuer