Indepedent Business Consultant Freelance
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6 demographic factors that should shape your brand and logo

27th Apr 2016
Indepedent Business Consultant Freelance
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Your brand and logo are core pieces of your business’s identity; they’re oftentimes the first things people will notice about your company, and could sway them to purchase from you or walk away, depending on what impression they leave. A number of factors should influence the development of your brand and logo, including your own personal investment in your company and what your competitors have historically done, but there’s an even bigger factor that sometimes gets neglected: your key demographics.

The Demographic Element

Your demographics are the ones who are going to be seeing and responding to your brand, so they should be your first priority when developing your brand. You need to choose and develop elements that are going to appeal to them in the most impactful way. If you understand your demographics as completely as possible, you’ll be able to customize a brand with the highest likelihood of appealing to them.

Factors for Consideration

When you’re ready to create your logo and brand, you’ll need to keep these customer/demographic considerations in mind:

  1. Values. Think carefully about what your demographics truly value. Are they interested in personal, human experiences? You’ll need an element of approachable personality and friendliness in your brand, possibly with a logo that has personable, welcoming features. Are they more interested in a valuable, logical exchange? Your logo and brand should therefore be more professional and precise, and perhaps present your key values in a subtle way. There are a number of possible customer values here, so try to be as specific as possible and avoid the general assumptions that could theoretically apply to anyone.
  2. Age and generation. Different age groups and different generations will respond to things differently. For children, bright colors and strong contrasts, with idiosyncratic designs stand out. For older generations, more conservative, basic designs work better, with fonts that are familiar and few—if any—risks or avant-garde stylings. Generational gaps function a bit different than strict age groups; for example, millennials have a strong tendency to favor technology and cutting-edge companies, so sleek and unique designs will stick out to them.
  3. Education. The education level of your demographics can similarly dictate the style and approach of your brand, particularly in how you come across in text. For higher-educated audiences, you’ll need to use a more developed vocabulary, while appealing to their intellect in your design with something more prestigious. For lower-educated audiences, simpler vocabulary and more down-to-earth designs will suit you better.
  4. Formality. The formality of your audience is a tricky aspect to define, since people often have different levels of formalities for different situations—like work versus home, for example. For this, you’ll have to consider your audience’s formality at the point of sale. So if you’re selling to people in a work environment, consider the formality of their workplace. If you’re selling consumer products, consider their formality at home. Are these people who prefer conservative approaches, sharp corners, and perfect balance, or people who prefer a more casual nature, with rough edges and key points off balance?
  5. Industry relationship. Think about the type of relationship your demographics have had with your industry so far in life. Have they had positive experiences? Negative experiences? Are they tired of the same old things, or is there a rising trend that favors your niche? Combine this information with your knowledge of the current competition (and their branding) to develop new or reimagined concepts for your own branding approach.
  6. Emotional disposition. Finally, consider what type of emotional disposition your customers might have upon encountering your brand for the first time. Will they be bored? Offer them something exciting, with lots of energy. Will they be in a fragile state? Offer them something familiar, welcoming, and reassuring. Will they be focused and attentive? Pay attention to details, and present something that will let them know exactly what you have to offer. Think of your brand as their friend, and work the angles from there.

If you take these influential factors into consideration when designing your brand and logo, you’ll have a far higher likelihood of creating an identity that truly resonates with the people who matter most—your customers. It isn’t always easy to translate specific, logical information about your core demographics to abstract design elements like colors or characteristics, but it’s necessary if you want to make the best impact.


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