Understanding customers is essential to any organization’s long-term success. How do they use your product(s)? What is the customer experience using your service? What are the lives of your customers like? The answers to these questions, and those similar, can serve to inform the development of your brand idea.
Having an an authentic understanding of your brand’s market will provide an important point of reference from which to gauge the veracity of your brand idea and business strategy. Your brand will be short-lived – and ineffective – if your target market expects something different from you or your organization.