By Allison Turner Business, Marketing & Sales Consultant Your company’s brand is built to attract your ideal customer. Some business owners make the mistake of building a company brand based on what they like, instead of what attracts the target market. When looking at your ideal customer, you must consider the demographics, psychographics and behaviors of the market. Most understand demographics and behaviors, but psychographics include values, attitudes, interests and lifestyles. Are you marketing to businesses or consumers? Some business owners feel that everyone is their target market, but everyone is not going to purchase your product or service. The brand starts with your logo which is then included on all marketing materials such as your website, business card, brochure, and Facebook business page to name a few. So often, we see a company that has an inconsistent brand where their business card looks different from their website which looks different from their brochure. How will a person remember your company when each piece looks so different? Consistency builds confidence. In creating the brand, you must consider what speaks to your target market as far as the font, the colors, and the images. Let’s start with the logo, which a potential client will see on all marketing pieces. There are fonts that attract women vs. men, that are gender neutral, that speak wealth, and much more. A business has hundreds of fonts to choose from, so be very clear on what will speak to your target market. The colors chosen also display your brand. For example, blues often create a sense of trust and security while certain greens are associated with wealth. In creating our brand, we went with black and white, where black is a powerful color often used to market high end products, and white brings a sense of simplicity. When people ask, we share with them that “we are branded black and white because there is no grey area when it comes to business.” If you are incorporating images within your logo, do those images share the message and the brand you want to convey to your audience? Once the logo is designed, the website, brochures, and business cards need to be consistent as well. When a person picks up a brochure and goes to the website, he sees a professional company with a consistent brand that is speaking to the potential customer. Remember consistency builds confidence and it builds brand awareness in the community. Allison Turner is CEO and co- founder of Business Consultants of South Florida,(BCoSF) located at 301 W Atlantic Avenue, Suite 05. She is a resident of Delray Beach, as well as active member of the Greater Delray Beach Chamber of Commerce. BCoSF is passionate about helping their clients either start or grow a sustainable and profitable business through their strategic business, marketing and sales plans and consulting services. For more information visit www.BCoSF.com or call 561-276-4422.