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by Mercedes Tabano


Te REAL Secret Major Companies Use To Brand Teir Business…


mascots or products. You think of these things because these companies have done a great job with branding. Howev- er, branding is more than just a cool tag- line, logo or mascot. Each year, countless small businesses spend millions of dollars on a branding campaign. However, far too much of this money is often wasted.


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The reason so much of this money is wasted is not because they made a bad decision, but because they didn’t know enough about their customers and busi- ness to make a right decision. Branding is not about logos, colors or taglines. It’s about knowing your customer well enough to sell to them. This article will take you through the hidden underworld of branding that no one ever talks about so you will have the information you need to properly brand your business.


Do You Really Know Your Customer? It all starts with truly knowing your cus-


14 Connect And Grow With Women In Our Community


hen you hear the names Apple, McDonalds or Geico, you may think of their commercials, logos,


tomer. When a business starts creating its Avatar, or it’s composite on an ideal customer, they often use demograph- ics. This is because so many business schools and books encourage this. How- ever, psychographics are more impor- tant. Fortunately, many psychographics can be made by using demographics without resorting to stereotypes.


For example, if your target customer is a woman in her mid-thirties, who went to college, works full time and has 2.5 kids, that’s a demographic. A psychographic is not what this woman wants, but rather why she wants it. For example, will it make her life easier in some way? Will it enable her to be more successful at work or spend more time with her children? Will it enable her to take some much needed ‘me’ time without feeling guilty?


The answers to these questions are your psychographics. This is what actu- ally drives buying behavior. Sometimes it’s common for even major companies to skip this last but crucial step.


technology


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