When you hire new staffers for your organization, you need to get to know these people. You need to know their strengths and weaknesses, how they work with your other team members and, of course, how they’re going to work for you.
You wouldn’t bring a single individual on to your team without knowing him or her first — yet many entrepreneurs and marketers never take the effort to get to know their respective organizations, their brands, as a whole.
Sure, you might know what your logo looks like or what kind of organization you’re trying to be, but how well do you really know your brand?
Why it matters
Your brand exists as the sun that rules the solar system of your business development. All your marketing efforts will be grounded by this underlying foundation of identity. Your HR and hiring will depend on your brand for guidance.
Even your business’ future development will rely on the mission and vision set by your brand standards. If you’re unfamiliar with these identifiers, or you never established them in the first place, you’ll be unable to carry out these responsibilities effectively.
1. Know your audience.
Everything starts with knowing your audience, as your audience is who will represent value to your brand. If you don’t know who these people are, or how to build a strategy that caters to them, your efforts will be for naught.
As the progenitors and supporters of your brand, your audience members should directly inform what your brand is and how it operates. For example, is your target audience young and brash? Your brand should be similarly bold to appeal to them. Is your target audience older and seeking security? Your brand should project expertise and reassurance.
Rely on your market research, which you can execute through primary tactics like surveys or secondary sources, like the Census bureau.