In order to create a visually compelling image that represents you in your business, it not only needs to look fantastic, it also needs to engage or “talk” to potential clients with credibility and authenticity.
This is why knowing your target market is paramount.
How to Visually Connect With Your Target Market
Here are a few of my top hints to assist you in conveying the right visual message and connecting with your target market:
- Know that every branding strategy is unique
- Understand the demographics of your target audience
- Use appropriate images
- Define your business values
- Remember, first impressions count!
- Be consistent with your style
- Find a professional photographer that understands your business
1. Know that every branding strategy is unique
Keep in mind that your corporate branding strategy is unique to your business. For example, if you sell shoes your target market will be completely different from a business that sells hiking boots.
2. Understand the demographics of your target audience
If you're market calls for a confident expert, then make sure your marketing images convey credibility and confidence. If you are looking uncertain or nervous in your picture, then people will not engage with you.
However, if the demographic that you're marketing toward calls for a more casual style then don't necessarily wear formal clothes or business attire.
3. Use appropriate images
Make sure your branding images are different depending on what message you are sending to your audience. For example, your LinkedIn profile image should be different from your personal profile on Facebook.
4. Define your business values
Business branding is all about attracting the best clients possible and showing them that they can not only trust you but that you are also approachable. Your image should reflect the key values of your business.
5. Remember, first impressions count!
Regardless of the type of services or products you offer, if you're doing business, be aware that this is the first impression that your prospective clients will have of you. Research shows that people will make a decision whether to work with you or not within one minute, so your online branding images must be a strong representation of your competency and character.
6. Be consistent with your style
Wear a similar style of clothes offline than you do online! That way, people will find it easy to recognise you and your brand and you will also be giving off a message of consistency.
7. Find a professional photographer that understands your business
Find the right professional to take your branding photographs - one who is willing to help you understand your business goals and your key messages. A do-it-yourself approach can be very damaging.
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