The (non-basic) principles of marketing and design.
For years, marketing strategies have had the upperhand in the business world, making us (the consumers) engage further into products that we didn’t know we wanted, that we didn’t think we needed. Now, a very large amount of times we actually do not need or necessarily want some of these products, but thanks to marketing, we think we do. These strategic moves are used every single day by uncountable brands so as to expand their name and companies, and to ensure an ongoing and steady flow on their sales and popularity. Although marketing specialists study these techniques for years, get diplomas and make a six figure income, there is a simple way for us to also understand the way they accomplish good marketing.
First and foremost, know who your audience is and is not.
This is highly efficient when initiating the process of brand development. Sometimes, it is easier to identity what audience you want to target by first recognizing who you do not want to target. Other times, you simply can start by narrowing down the type of people, age group, genders, social stance, ethnicity, and so on. Although many new business owners might want to be optimistic and think that their product could be bought by every type of audience, this thought could potentially harm your brand and lead you to failure. Yes, it is possible to create products that every age group, ethnicity and gender might want, but this is also highly unlikely, and you want to focus on what is going to make your numbers grow, not stay still. A good way of understanding who your audience might be, is putting yourself in the shoes of the buyer… If I were to buy X product, what would my life look like? Do I need to have a lot of money to buy it, or is it a low cost investment? Do I have to have an appropriate age, or is this something my kids might want to use as well? Do I have kids? And so on. A very efficient way of learning these things about your audience, is to conduct short and informative surveys. These can help you gather a great deal of information about the people you are targeting, which will leave you with the answers coming directly from them that you can use 100% to your advantage. Once you have that part figured out, the rest is a little bit easier.
The Law of Attraction (in Marketing and Web Design)
If you have ever read anything about the law of attraction, you might know what I am talking about. It is essentially a belief that we attract what we are most focused on. For some, this might seem delirious. For me, it is absolutely true. In Marketing and in Web Design, something somewhat similar to the Law of Attraction is used. The idea behind designing a good brand, a great website, an alluring advertisement, etc. Is to make it attractive to the audience you are trying to convey. Your brand could have the most amazing product, or offer an incredible service to its customers, but all of this will not matter if you do not know how to sell it accordingly. For this, there are several things that will help any upcoming brand truly blossom.
Before we get more in depth about the design strategies, let’s keep talking Marketing. It is absolutely fundamental to understand the needs of your target audience. This will give you the upper-hand whenever you are advertising your products and/or services, because you will know how to direct the message to their “tender spots.” Also, in this day and age, it is important to be in contact with your audience. Nowadays we live in a cybernetic society. Most of the big brands have moved on to the grand social network to do their marketing, because that is where almost all audiences are now. When you are big and successful, it might not be as important. But for a start-up, maintaining a “relationship” with your clientele is critical to the development of your brand: answer their questions, react to their commentary, make them see that you are paying attention to their needs and they will keep coming back.
Now, let’s talk design. Before anyone gets even a little deep into the design world, it is easy to believe that this job is easy and simply requires a creative mind to be performed well. This is a huge misconception when it comes to design. There are numerous things that need to be considered before even stepping into the actual design. One of the biggest factors that any designer needs to acknowledge and contemplate first is the color palette of a brand. Most companies have chosen their colors for a psychological reason, rather than just for aesthetic looks. This is because color is a very powerful tool to the mind, therefore to marketing. One single color can make a person already determine the way they feel about something, which is why this is such a relevant, if not the most important factor of branding. Once you have the colors all mastered, you also need to re-examine your audience before you start building the structure of your design. If you are targetting people that are over 60, you have to make sure that your design is easy to understand, naked to the eye of someone that is not necessarily familiar to the internet. On the other hand, if your audience is conformed by teenagers, your design should be enticing, modern and fun (because we all know the attention spam of teenagers is sometimes fragile). Lastly, there are many ways in which a branding team can further study the way their audience interacts with their information. There are monitors that can be installed in websites that will track the way your users handle the information provided. These type of tools can help increase momentum, enabiling the designer to understand the feedback and modify the content correspondingly.
All in all, we have learned that so much Marketing as Design are a lot more complex than just advertisements and pretty colors. There is a way in which a brand is able to fully capitalize on their audience’s needs and wants, and in order to do this respectfully, one needs to become one with the crowd, and to put out only the fundamental information that the audience will want to hear.