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Client Question: Personal vs. Consumer Preferences

Why shouldn't my business branding be tailored to my personal preferences if it's MY business?

While it's true that, as the business owner, you have a personal connection to the brand, it's important to remember to tailor your brand to your target audience. Your personal preferences may not always align with the preferences of your customers or the image you want to project for your business.

For example, suppose your favorite color is purple, but your target audience primarily responds better to green. In that case, it may be best to adjust your branding to appeal to your consumer better or adjust your target audience that is more aligned. Or you may only share promotional graphics on your social media, but your audience wants to see post-event content and testimonials – you may lose their attention.

If your target audience isn't responding well to your brand, here are some steps you can take:

  1. Conduct market research: Learn to understand your target audience and what they are drawn to. You can do this through surveys, focus groups, or social media polls.

  2. Make an adjustment plan: Based on your research, build a strategy to correct or improve your connection with your consumers. Take their perspective and remove your personal bias for business growth.

  3. Consult with a professional: A professional designer or brand architect can provide valuable insights into color psychology, design trends, and best practices. They can help you make informed decisions about the new direction you choose for your brand. At HW & Company we both provide market research as a service and lay the foundation for it with our Explore Your Brand Setting workshop.

  4. Test and iterate: Once you have adjusted your brand, test it with your target audience to see how they respond. Conduct another research round or observe how your customers react to your new branding messaging or visuals.

Ultimately, the purpose of branding is to create a connection with your customers and communicate the unique value that your business offers. If your personal preferences conflict with this goal and cause stagnation, adjust your branding to serve your customers better and grow your business.

Have more questions or seeking clarity? Your answers await! Schedule a free personalized consultation with HW & Company, and let's address your questions together.



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