Now that you know your ideal reader or client like a BFF, what do you do with this information? I know what styles I like and you may know what styles you like, but what about the people who will buy from you? What appeals to them? Use your ideal client profile to develop a cover or brand that will attract this type of person.
Say I am an author of historical fiction based on women characters. I have identified my ideal reader as a mother of two who works for an engineering firm with tight deadlines. She likes to relax by reading before bed. I know I need to develop a book cover that is feminine, has flowing round shapes and uses soothing warm color tones to let her know my book is for her to kick her feet up at the end of a stressful day.
Brand design is complex and involves planning and psychology to determine color, font and texture choice for packaging and branding. If you have a basic understanding of these concepts and have confidence in your design skills, then this is your time to shine–design a professional book cover, packaging or branding materials for that ideal client.
If you aren’t so confident, please don’t hire your nephew who took a Photoshop class. We’ve all seen book covers and logos that look homemade. If you are ready to really sell your offering, a professional design is the key making sure you don’t deter customers. It is time to invest in an experienced graphic designer.
Use Your Brand Strategically
You’ve already defined how your ideal client spends their day. Use this to think about the potential locations where this person can encounter your information. Best-case scenario is for them to find your brand when they have the problem you solve top-of-mind. If my reader spends her Sunday mornings surfing social media, I place a branded ad on Facebook or Instagram using their demographic information.
Once you’ve landed on a brand, don’t change it. Keep your visual identity consistent so your loyal clients recognize you and keep coming back. For some clients, there is nothing more frustrating than frequent change. Make sure that you use the same name, logo, colors, fonts and textures.
I know many business owners who don’t like their brand or want to use other graphics in their logo, but beware: too much clutter and change is unprofessional and it creates distance between you and your original ideal client. For this reason, picking a brand that you like is almost as important as picking one that will attract your ideal client.
If you are rebranding and know things will be changing, make every effort to give your customers a heads-up. Your website will be changing in a week? Make sure your old website has a banner at the top with this announcement. Build excitement for your new look and feel with a few ‘teaser’ posts on Instagram. If you ship products, include a handbill asking customers to watch for the launch of your new brand.
Branding isn’t rocket science, but it shouldn’t be based solely on the style you like. Done right, your products will have lasting appeal that will grow loyal customers organically.