What to research?
You might feel disheartened that your previous efforts have fallen flat and didn’t drive the new customers that you expected, but you can use this to learn from. Evaluate what worked and what didn’t.
“The more you research the customer, their journey and their experience the more you realise it is so individual.” Martin Moll, UK marketing director at Honda.
When producing a brand or marketing campaign, design can be very subjective, so it is important to remember who you are aiming it towards. This is not about your personal taste or preference! Always put yourself in your audiences’ shoes before making any decisions.
Finding out who your audience is can be a complex process. What do they do? Where do they congregate? What frustrates them? How can you solve their problems? Do your research and create personas which include all of their characteristics. Consider their location, demographic, psychographic, interests, opinions, values and personality traits.
Design can turn an idea into an impactful and engaging message, providing you know who you are talking to and what value you can bring to the target audience. The more you know the more value you can bring.
Getting to know your audience is just the beginning, once you have this information you need to use it to inform all your choices. From the wording and style to the strategies and media. Always keep the persona at the forefront of your planning.