There are many reasons that people work so hard to build a brand for their company, organization or even themselves. Just a few of them include: building recognition and loyalty among your customers, creating differentiation from your competitors, building a reputation, displaying values, energy or emotion from your company, or to be taken more seriously in their marketplace. A strong brand will communicate to your customers a message and the path to building a strong brand starts with figuring out what that message needs to be.
When determining the message that you want your brand to communicate, the first and most important step is to establish who your target audience is and determining what they want to hear or what you offer that they will be interested in. Try to be as objective as possible and ask a lot of questions. When you get your message right, it's like you're speaking directly to your target audience (because you are) and they will notice. After all, who wouldn't want to engage with a brand that shares the same values?
A lot of research has been done into the debate of whether buying is a logical or emotional decision and it absolutely is the latter. Let's take a look at how Warby Parker broke down the buying decision of their clients and figured out how to craft their brand and message. First they started with stylish glasses that are reasonably priced, good quality, and do social good through their "buy a pair give a pair" program. They found that their customers were concerned most with the style of the glasses, then price, then quality and finally social mission, therefore they describe themselves as a fashion brand first. If they had focused mostly on price, their target audience might have been turned off and they might be associated with the word “cheap”. If they had focused most on their social mission, they might miss out on a huge part of their audience that doesn't value social mission over quality or style.
Using a brand to communicate to your target audience is a great tool, as long as you are sure that your communication is compelling to your audience and genuine.