Congratulations on starting your business! You’ve already overcome several obstacles, doubts, and fears in getting your business started. And now you are ready to share your business with the world. So where do you start?
Many entrepreneurs want to start with a logo or other design elements that they can put to use right away. And although you need to have a strong visual design to start getting your name out there, there are a few other things that need to be done first to ensure that the brand you are creating is really going to be effective and reach the right people.
Consider taking these three steps before you start on that logo design:
- Identify your target market and create a buyer persona
- Conduct market research to confirm or edit your assumptions about your buyer persona
- Create core messaging that speaks to your buyer’s wants, needs and pain points
Identify your target market
It’s important to get very clear on who your product or service is for. Narrow it down as much as possible, and brainstorm all the details you can think of about this person. How old are they? What education do they have? Are they male or female? What is their family and life style like? Where do they hang out (online and in person)? Then identify their needs, their frustrations and possible objections to your product or services. Put all this information together into a buyer persona (also known as a customer avatar) and even include a stock image of this person to give you a very strong visual of who you targeting.
Conduct market research
Now that you have identified everything you think you know about your ideal customer, it’s time to confirm your assumptions. The very best way to do this is by talking to your actual customers (or potential customers)! There are many ways to do this, and it will take some time, but it will be worth it to get input and validation from real people who would buy your product or service. Market research tactics include: surveys, focus groups, one-on-one interviews, and reading reviews of similar products or books on your topic.
Create core messaging
After your market research is complete, compile your results and analyze what assumptions about your buyer persona you need to adjust. Pull out common needs, frustrations and potential objections that were commonly expressed in your research. Also learn how your potential customers talk about your product or service, because using their own words will help your message resonate with them even more.
Now you are ready to work on your core messaging and boil your business down to an intriguing and well written brand statement. This brand statement and surrounding messaging points can then be used in all your marketing efforts – web copy, social media, brochures, etc. Your clear messaging that speaks to your customers’ needs is now consistent in everything you do, and begins attracting the right people to your business!
When these three steps are completed, you are ready to go to work on your visual elements, including the logo. You will know your customers much better and be able to design a logo that matches your customers’ preferences and fits nicely with the messaging you have developed. By doing it in this order, it will help ensure that you are designing a logo to attract your ideal customers – not just something that you like.
Have questions about these steps or want some help? Setup a free 30 minute consultation to get started.