One expensive, frustrating branding mistake that creative leaders often make is developing campaigns without fully understanding their audience. And it’s easy to see how it happens. Market research tends to take place on the business side of things, and it may not always be accessible to creative teams.
But it’s worth the extra work to tap into your company’s existing audience research, and even do some research of your own, to make sure your creative work resonates with the right people and drives customer loyalty. Without good insights, you risk building a brand identity that doesn’t appeal to the right customers. The result can be wasted time, money, and creative brain power.
Read on for five important things you can do to get a deeper sense of who your audience is, what they care about, and what they need — so you can design with them in mind.